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New age innovation and a new face for ITC Charmis

by Arun Shirishkar

Skin care has been an integral part of the beauty industry and with the evolving consumer needs, innovation in skin science is essential. In a defining step forward, Charmis, the legacy face care brand by ITC adds to its repertoire a new age skincare portfolio with the launch of Charmis Deep Radiance.

The Deep Radiance Range by ITC Charmis
The all-season skin care range comprises of a Face Serum, Face Wash and Hand Cream.

The Charmis Deep Radiance Face Serum, crafted with the goodness of Vitamin C, Hyaluronic Acid and Salicylic Acid, penetrates 15 layers deep into the skin to give a hydrated, clear and radiant skin. It is dermatologically tested, is non-sticky and suitable for all skin types. This Face Serum redefines the category niche with its aggressive pricing of INR 210/-.

Charmis Deep Radiance also introduces a specially crafted Vitamin C Facewash, with the goodness of Hyaluronic Acid and Salicylic Acid to help revive and hydrate dull skin and to wash away 99.9% acne-causing bacteria.

Charmis Hand Cream comes in an easy to carry tube to hydrate hands while also providing protection from 99.9% bacteria.

Charmis Deep Radiance range will be available in all leading retail & e-tail stores in India. Charmis Deep Radiance Face serum is priced at INR 210 for 30 ml. Charmis Deep Radiance Facewash and Hand Cream is priced at INR 70 for 50ml / gms and INR 180 for 150ml / gms.

The Expert Talk
Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, said, “The need for skincare is evolving and growing with changing consumer lifestyles and increase in environmental stress. Leveraging ITC’s best in class research and development capabilities and its global knowledge on biosciences and skincare, Charmis Deep Radiance range are a range of efficacious products designed for the needs of today’s consumers.”

The New Face Of ITC Charmis
The TVC for Charmis features the young star Sanjana Sanghi at a shoot, and to the surprise of the makeup artist, does not need more makeup, as her skin emanates radiance. Sanjana expresses her trust and confidence in the goodness of the new Charmis Deep Radiance Face Serum.

Sanjana Sanghi, young actor and an emerging Bollywood star, added, “Charmis for me is so special; it has been a home favourite, used over the years. With Deep Radiance, the brand takes a defining leap in addressing consumer needs and encouraging them to indulge in authentic skin and face care. I am thrilled to be associated in this new journey with Charmis.” With young star, Sanjana Sanghi as the new face for the brand, Charmis Deep Radiance embarks on an innovative journey to make high-end, quality skincare more accessible and affordable.

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