Fresh off her Cannes debut, Alia Bhatt steps into a new spotlight—this time as the face of L’Oréal Paris’ revamped Casting Crème Gloss line. The campaign, anchored in the bold statement “My Time To Shine… Is Now,” celebrates the confidence that comes from embracing change, with hair color as the spark.
The brand’s latest update to its much-loved range brings something exciting to the table: a no-ammonia formula enriched with the new Glycolic Gloss Complex. The result? Hair that looks glossier—up to five times more so—while feeling healthier and full of life. Grey strands are covered seamlessly, and what’s left behind is a rich, mirror-like finish that turns heads.
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In the campaign, Alia isn’t just endorsing a product—she’s living her transformation. With her signature charm, she owns every frame, showing off hair that’s bold, glossy, and unmistakably hers. Her message is clear: coloring your hair isn’t just about looks—it’s a moment of self-expression, a way to say, “I’ve arrived.”
Dario Zizzi, General Manager at L’Oréal Paris India, shared his thoughts on the collaboration: “Alia brings a vibrant authenticity that connects deeply with our audience. This campaign is more than just a product showcase—it’s a celebration of confidence, milestones, and the unique ways women choose to express themselves. We’re proud to continue pushing boundaries in beauty innovation.”
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With this launch, L’Oréal Paris doubles down on its promise: high-performance, science-led beauty products that champion individuality and personal growth. The campaign is an open invitation for women everywhere to take control of their narrative—and shine on their own terms.
