Lakmé Cosmetics The Brand Story | Business, Marketing Strategy for Startups and MSMEs
Lakmé was the country’s first cosmetic brand to introduce makeup to Indian women and takes pride in being the expert on Indian Beauty for over 50 years.
It is a complete beauty brand spreading colour cosmetics & skin care and extending to beauty services through the network of Lakmé Beauty Salons.
Its bond with beauty and fashion is manifested through the Lakmé Fashion Week, which is now the largest fashion event of its kind in the country.
Lakmé is an Indian cosmetics brand, as it is owned by Hindustan Unilever. Having Shraddha Kapoor, Kajol Devgn, Kareena Kapoor, and Ananya Pandey as brand ambassadors, it ranked at number 1 among the cosmetics brands in India.
5 Marketing Strategies of Lakmé
The vast range of products and services helps Lakme to occupy a major share in the domestic market. Nearly three hundred items of Lakme brand are used by professional hair artists in salons as well as individuals both in the domestic and international market.
Women need no introduction when it comes to the brand called ‘Lakme’. It seems that ‘make-up’ and ‘Lakme’ are two sides of the same coin. The winner of hearts or the king of the industry, Lakme has proved to be the best everywhere!
Product folio of Lakme includes the items for Face, Eyes, lips, nails, tools and brushes and make-up kit.
The Facebook page of official Lakme India- “I Love Lakme”, launched the contest and asked their fans “What’s the colour of your Love?” The main motive of conducting the contest is to give access to every woman a glimpse of the product. It was a good medium to spread the range of lipstick shades and fans really got attracted to the product and liked it so much.
Another campaign which attracted the audience was the “Colours of Love” contest, based on a Valentine Day special. The new lipstick range, Enrich Satin, was the centre of attention. The 70 available shades of lipstick attracted the population, which encouraged the sale of the product.
It has adopted an aggressive marketing plan to promote its product to every nook and corner. The ad campaigns are advertised through televisions, newspaper, radio, billboards, fashion magazines and social media platforms like Blogs, Twitter, Facebook and YouTube. It believes in star power and so it hired many special faces or celebrities for promoting its product via campaigns.
Having Kareena Kapoor and Ananya Kapoor as the brand ambassador, helps to increase the selling of the product as well as also promotes the product. Lakme also released an Indian film starring Shraddha Kapoor and Katrina Kaif along with popular model Lisa Haydon have also acted in its commercial campaigns.
Reference link- https://youtu.be/GDugqEd3p1w
Lakme fashion week and salons
The brand has gained immense popularity mainly for its Lakme Salon and Lakme Fashion Week.
Lakme fashion week is a fashion show which takes place in April while the Winter-Festive show takes place in August. In this fashion show many celebrities wear dresses of different stylists and carry themselves with Lakme makeup products. The brand also grabbed the attention of the youth and the upper or upper middle societies through its network salon by efficient professionals and experts.
In India, most people think twice before spending their money on anything. Lakme is the most favourable brand among the female population because of its price and quality. Mainly the pricing strategy of the company approaches its customers.
The company wants to reach as many customers as possible by attracting both urban and rural markets and for this reason it has adopted a reasonable pricing policy because it wants to reach masses. It realises that pocket friendly and affordable rates will result in large volumes and eventually will lead to better profits.