life is a remix


Charmis, the Indian heritage face-care brand, has enjoyed consumer trust extending over eight decades. Acquired from Colgate Palmolive in 2017, the brand’s market share had reduced to less than 1% by the time ITC approached bluemarlin to refresh Charmis’ identity.


In order to redesign the Charmis Cold Cream range, bluemarlin revisited the core fundamentals that had earned the brand its place in Indian women’s hearts and minds. By reimagining the brand’s iconic assets, including the 3D shape of the pearl pot, bluemarlin delivered against the brand’s new positioning of Life is a Remix.

the results

The new design reignited love for the market’s favourite skincare brand. Its strong iconic pink was kept alive while building in codes of progression and premiumness. The pink instantly formed a connection with the consumers, remaining identifiable as their age-old trusted brand.

Charmis connects me with the past, and embraces the future, inviting me to confidently walk in this modern world.

in the words of the client

“Thanks to each one of you for the brilliant work that you have brought to the table. It’s always a pleasure to work with bluemarlin team but, personally for me, Charmis will stay especially memorable.

Bringing the positioning alive on the pack has been the high point of the design, well-balanced with semiotic codes of premiumness.

Overall we are in a great space on an important project to give a new identity to the Brand through its innovation range…”

Minakshi Handa, VP ITC Skincare & Innovation

Our work on Charmis represents one of a number of projects we have developed in collaboration with ITC over the past 7 years…


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