Garnier MEN PowerLight Launch with John Abraham — India, 2009
In early 2009, as India was waking up to a new era of male grooming—where fairness creams weren’t just for women—Garnier (a L’Oréal brand) spotted a big opportunity. The firm realized that men wanted skincare specifically made for them: strong, fresh, confident, and effective.
Garnier decided to leap into this space with PowerLight, its first men-skin care line in India. The goal was ambitious: to not only launch products, but to own the conversation around male grooming—particularly among fairness/brightening segments. To do this, they selected John Abraham, known for his confident persona and strong screen presence, to be the face of the new brand.
Being the official brand ambassador of Garnier MEN, John Abraham unveiled Three core products —two fairness moisturisers (one oil-control, one SPF), and a fairness face wash during the launch press conference. The messaging was simple yet powerful: “Fuel your skin with natural energy.” Then a campaign across print and TV hammered home the idea that this was skincare made for men, combining nature, science, and performance.
Garnier MEN climbed to become the second largest men’s skincare brand in India not long after its launch.
Objective
- Launch Garnier MEN PowerLight skincare range in India with a high-impact, newsworthy event
- Establish Garnier MEN as the go-to brand for male grooming and everyday skincare essentials
- Secure extensive press coverage across national dailies, beauty and lifestyle media
- Build credibility and excitement through a celebrity brand ambassador who reflected the values of the “new Indian man.”
Idea
The campaign hinged on the insight that men wanted effective skincare designed for them—science-driven yet masculine. Garnier MEN was positioned as “natural energy that fuels your skin.”
We brought in John Abraham as brand ambassador—his charisma, confidence, and self-belief perfectly matched Garnier MEN’s values. He would front both the launch and a 360° campaign spanning TV, print, and digital.
Execution
- Press Conference & Launch Event (Mumbai, May 2009):
John Abraham unveiled the PowerLight range, positioning Garnier MEN as a category pioneer. Media outlets across lifestyle, fashion, and trade publications attended. - Product Range:
- Garnier MEN Fairness Moisturiser SPF 15 (₹150 / 50g)
- Garnier MEN Oil Control + Fairness Moisturiser (₹150 / 50g)
- Garnier MEN Fairness Face Wash (₹125 / 100g)
- Integrated Campaign: Following the launch, a print and TV campaign showcased John Abraham in a refreshing new light, reinforcing Garnier MEN’s promise of grooming with performance and energy.
- Agency Collaboration: Publicis India developed the advertising campaign, while ActiMedia led the PR and media outreach.
Results
- Media Coverage: Extensive coverage in leading national dailies, beauty, lifestyle and advertising trade magazines, and online platforms. Garnier MEN instantly became a conversation starter in the grooming space.
- Brand Impact: Garnier MEN quickly rose to become the second largest men’s skincare brand in India post-launch.
- Market Growth: Garnier MEN captured significant share of a market that was growing 20–25% annually. By 2013, it held ~27.7% market share of men’s skincare in India.
- Category Leadership: The launch is still remembered as a turning point in India’s men’s grooming industry, opening the door for an entire segment of male-centric skincare products.
Reflection
As Account Manager at ActiMedia, I was directly responsible for driving PR strategy, coordinating with media, and ensuring the launch generated nationwide buzz. The campaign was a defining moment in my career—it showcased how insight-driven positioning, the right celebrity endorsement, and sharp PR execution could transform a brand into a category leader almost overnight.