Radhika Apte’s career graph is moving upwards, and at a very quick pace. After becoming the reigning queen at Netflix. and scoring loads of magazine covers along the way, she now has landed a very cool deal. She’s now the face of one of the world’s most loved skincare brands – Clinique.
This is pretty amazing considering Clinique hasn’t had an Indian face before. Radhika will be featured in the brand’s media campaigns, social media campaigns as well as in-store promotions of their latest drop, the Clinique iD moisturizer. Post that she will be endorsing their cult product, the Moisture Surge.
In a statement, Radhika spoke about her appointment saying, “What better way to start this year than with Clinique! Skin care has always been an integral part of my beauty regime alongside drinking water, staying fit and sleeping well. I’ve long admired Clinique and strongly believe in its philosophy of great skin equals happiness. Joining this family is extremely special as it’s the first time Clinique India has had a brand face, so it’s a privileged opportunity and I hope to inspire women to be real, natural and authentic in everything they do, without forgetting that beauty lies in simply being happy!”
In a country obsessed with fair skin and a market flooded with products that promise whitening, picking a dusky actress as your spokesmodel is indeed refreshing and yes, groundbreaking. It sends the right message to Indian women, that women of all skin tones should be represented by the beauty brands. Clinique which belongs to the Estee Lauder group of companies, recently signed on Diana Penty to be the face of Estee Lauder in India.