Mumbai: Piramal Pharma Limited’s Piramal Consumer Healthcare (PCH) has unveiled a refreshed brand identity for Lacto Calamine®, marking over six decades of trusted skincare while reaffirming its commitment to efficacy and heritage. The relaunch brings back the brand’s iconic purple bottle with a modern, benefit-led and ingredient-focused design—tailored for today’s skincare-conscious consumers—without altering its time-tested formula.
Positioned as a thoughtful evolution rather than a reinvention, the refreshed identity reflects Lacto Calamine’s journey alongside generations of consumers. From its origins as a problem-solution lotion to its current positioning as an oily-skin expert, the brand has expanded into contemporary formats including facewash, light moisturisers, sunscreen, serums, facial wipes and sheet masks—integrating seamlessly into daily skincare routines. This portfolio-led strategy has helped the heritage brand sustain relevance and scale in a rapidly evolving market.
At the core of Lacto Calamine’s promise remains its trusted formulation. Anchored by Kaolin Clay, known for gently absorbing excess oil and soothing the skin, the formula is complemented by Zinc Oxide to help unclog pores and prevent pimples, and Glycerin for deep hydration. The refreshed identity spans the entire range, led by the flagship Lacto Calamine Lotion, with other key formats transitioning to the new look by the end of the current fiscal year.
Commenting on the refresh, Sai Ramana Ponugoti, CEO, Piramal Consumer Healthcare, said, “Lacto Calamine is more than a skincare brand, it is an emotion that transcends generations. Almost every household in India has a memory tied to it, often relying on it as a trusted remedy for everyday skincare needs.
With this refreshed identity, we wanted to celebrate that enduring bond while embracing the aspirations of today’s skincare generation that values authenticity, efficacy and simplicity in equal measure. The new look reflects the modern Indian consumer: confident, discerning and connected to their roots. It has never been about gentle, cosmetic care but expert care that understands oily skin better than anyone else. This reaffirms of our commitment to offer dependable skincare that grows with every generation.”
