Garnier Micellar Water


The Brief

Makeup removal is not a ritual in India like it is in other developed countries. Research says that women here use soap or face wash (~58%), only water (~17%), makeup remover (~4%), and other products such as rose water, cleansing milk, skin cream, petroleum jelly, toner, etc (~16%) or nothing at all (~5%).

Micellar Water is a cleansing water that removes impurities from skin including makeup. Garnier Micellar Water has been hugely successful in all the countries it was launched so far. Garnier tied up with us to launch 2 variants of this product, Micellar Cleansing Water (pink) and Micellar Oil Infused Cleansing Water (bi-phase formula).

With high and regular makeup usage in the country and without an easy, convenient, satisfactory and superior makeup removal solution readily available, Garnier leaped at the opportunity to launch Micellar Water. The cleansing equity that Garnier enjoys internationally lends strongly to the proposition of effective cleansing of the face.


What we did

Putting on make-up is a happy act, but taking it off is quite the struggle. We wanted to change the perception of make-up removal by demonstrating ease of use, effectiveness, and making it a ritual. Our approach was to get young, digital savvy, make-up users to add Micellar Water to their daily skin-care routine by showing ease and effectiveness of using the product. The magic of Garnier Micellar lies in three simple steps to its use: Pour-Press-Swipe. After these steps, there will be none of the make-up left on skin. It’s that easy to #TakeItOff.

Creative and Innovations

How we did it

We took the opportunity to create a ritual with the Pour-Press-Swipe technique with the #TakeItOff anthem. The aim of this anthem was to establish the one swipe routine at night, while also calling out the various use cases for it. The anthem featured Alia Bhatt and her friends creating good visibility and recall. This was supported by content on social to educate consumers on usage and to create relevance about the product in their lives.

Creative and Innovations


The anthem film garnered over 30 million views on YouTube, and featured in the top viewed ads on YouTube in November 2017.

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