Entrepreneur and singer-songwriter Ananya Birla has formally launched LOVETC, a daring new entrant into India’s magnificence market. Touted as a premium, high-performance color cosmetics model, LOVETC is positioned on the intersection of world high quality and Indian authenticity, providing a vibrant and empowering tackle magnificence for the fashionable Indian shopper. To unveil the model, LOVETC has launched a placing marketing campaign that includes actor and youth icon Janhvi Kapoor as its first-ever model ambassador. Kapoor, recognized for her daring fashion and assured individuality, brings the model’s spirit of self-expression and fearless femininity to life.
Ananya Birla launches magnificence model LOVETC with Janhvi Kapoor as model ambassador
The marketing campaign movie — now streaming throughout LOVETC and Janhvi Kapoor’s social media channels — showcases a kaleidoscope of vivid hues, easy glam, and unapologetic self-expression, aligning with the model’s mission to redefine magnificence as daring, expressive, and genuine.
Ananya Birla, Founder and Chairperson of Birla Cosmetics Pvt. Ltd., shared her imaginative and prescient behind the launch, “I’ve all the time gravitated in the direction of magnificence that’s easy, efficient, and enhances who you’re — not transforms you into another person. LOVETC displays that philosophy. It’s a model designed for actual lives; with merchandise that work laborious, final lengthy, and really feel intuitive.”
The model emphasizes “Made in India, for the world”, signalling its ambition to place homegrown excellence on the worldwide magnificence map. Merchandise at the moment are accessible on-line and on Nykaa, with plans for offline retail rollout throughout main Indian cities within the coming months.
With the mixed star energy of Ananya Birla and Janhvi Kapoor, LOVETC is poised to make a strong first impression in India’s aggressive magnificence market — providing a refreshing, homegrown tackle luxurious magnificence that celebrates individuality, confidence, and daring expression.
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