Mamaearth, renowned for its toxin-free and natural personal care products, has recently launched its latest digital campaign for its newly introduced rice facewash.

The campaign aims to celebrate the beauty of glass-like skin and highlights the product’s association with the traditional Korean beauty practice of using rice water for skincare.

The ad film portrays a young Korean Intern admiring a colleague’s radiant skin. Intrigued, she asks about the secret, leading to the revelation of Mamaearth Rice Facewash as a simplified alternative to traditional rice water skincare routines.

The film showcases the intern’s transformation to glowing skin, symbolising the effectiveness of the facewash. Through this narrative, the campaign aims to emphasise the product’s gentle cleansing and hydrating properties, presenting it as a convenient solution for achieving luminous skin.

Anuja Mishra, EVP and Chief Marketing Officer at Honasa Consumer, expressed excitement about the campaign launch, stating, “Consumer receptivity to K-beauty is on the rise, reflecting a growing appreciation for skincare products that prioritise natural ingredients and deliver effective results. With the Mamaearth Rice Facewash, we are tapping into this trend by offering a clean beauty solution that harnesses the power of rice water, a traditional Korean beauty secret, to deliver glowing skin. At Honasa Consumer, we pride ourselves on our ability to craft and scale new brands through strategic and data-led innovations. Therefore, this campaign not only underscores our commitment to innovation but also highlights our responsiveness to evolving consumer preferences for clean, effective, and nature-inspired skincare solutions.”

Also Read | Swaraj Launches its Latest Campaign Featuring Cricketer MS Dhoni

“In the fast-paced world of skincare, India is embracing Korean beauty secrets like rice water for flawless glass skin. We pride ourselves in simplifying these elaborate routines for busy lives by bringing them in easy-to-use, modern formats. To depict the same, we have a sweet narrative of friendly banter in a playful exchange between a homesick Korean colleague and her Indian friend, who introduces her to a one-step rice water skincare solution,” Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India Pvt Limited said.