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ITC Charmis innovates with the launch of its Deep Radiance Range

In a defining step forward, ITC Charmis adds to its repertoire a new
age skincare portfolio with the launch of Charmis Deep Radiance. The all-season skin care range
comprises of a Face Serum, Face Wash and Hand Cream.
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.
Skin care has been an integral part of the beauty industry and with the evolving consumer needs,
innovation in skin science is essential. Face Serums, a concentrate of active ingredients which not only
nourish the skin but also help in addressing skin complaints of dark spots, uneven tone,dullness of
skin, etc., have continued to carve a niche in high-end skincare. Charmis Deep Radiance Face Serum
crafted with the goodness of Vitamin C, Hyaluronic Acid and Salicylic Acid, redefines category niche of
face serums with its aggressive pricing of INR 210/-. The Charmis Deep Radiance Face Serum,
penetrates 15 layers deep into the skin to give a hydrated, clear and radiant skin. Charmis Deep
Radiance Face Serum is dermatologist tested. The non-sticky Face Serum is suitable for all skin types
and Charmis makes face serum an affordable and accessible skincare routine.
Charmis Deep Radiance also introduces a specially crafted Vitamin C Facewash which washes away
99.9% acne-causing bacteria. Charmis Deep Radiance Facewash crafted with the goodness of Vitamin
C, Hyaluronic Acid and Salicylic Acid helps revive and hydrate dull skin. 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 70for 50ml/gms and INR 180 for 150ml/gms.
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.”
Charmis Deep Radiance Face Serum is introduced through a fresh conversational film narrative. The
TVC 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.”

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