History & Marketing Strategies of Lakme Brand


Corporation Name – Lakme
Founders – Simone Tata and J. R. D Tata

Lakme is an Indian cosmetics brand, at this time owned by Hindustan Unilever. It was a subsidiary of its father or mother firm Tomco (Tata Oil Mills) but in 1996, the possession changed its arms to Hindustan Unilever. Right now, it is rated as the range just one enterprise amid all the cosmetics brand names in India.


How It All Stated

There is a pretty intriguing tale on how Lakme commenced. Apparently, in 1952, Key Minister Jawaharlal Nehru personally invited JRD Tata to manufacture splendor merchandise in India. He was concerned that females in India ended up paying a good deal of revenue on elegance goods.

Consequently, Lakme began as a 100% subsidiary of Tata Oil Mills. The identify of the organization is derived immediately after the French Opera Lakme, which is the French variety of Lakshmi, who is acknowledged for her great appears to be like and natural beauty.


As pointed out, it started off in 1952. Simone Tata previously joined the firm as the director and just after that she grew to become the chairperson of the business. In 1996, Tata sold off their stakes in Lakme to Hindustan Unilever Confined also recognized as HUL for Rs 200 Crore.


Lakme’s Advertising System and Appealing Motives powering Its Good results


The huge vary of merchandise and solutions assists Lakme to occupy a major share in the domestic market place. Practically about 3 hundred products of Lakme brand name are bought made use of by professional hair artists in salons as well as people the two in the domestic and international market.

Item folio of Lakme consists of the products for Confront, Eyes, lips, nails, tools and brushes and make-up package. 



Lakme is the 1st manufacturer in India, which is working with cosmetics on a huge scale and leaved its footprint in direction of each individual corner of the place. It has large distribution channel that incorporates twelve hundred profits stores with splendor advisors. Now it has set up a hundred and ten splendor salons all around in India.

The items are very easily accessible to shoppers by providers of distributors, stockiest and shops. Moreover its outlet’s, the merchandise are also accessible at hypermarkets, supermarkets, discount suppliers, easy merchants and elegance outlets.



In India, most people today consider two times in advance of paying their income on anything. Lakme is the most favourable brand amid female population. The pricing tactic of the enterprise techniques its clients.

The organization want to arrive at as several clients as doable by penetrating the two city and rural current market and for this cause it has adopted a sensible pricing coverage due to the fact it needs to get to masses. It realises that pocket friendly and reasonably priced prices will outcome in significant volumes and sooner or later will direct to greater revenue.



It has adopted an intense marketing program to market its product or service to each nook and corner. The advertisement campaigns are marketed by televisions, newspaper, radio, billboards, manner journals and social media platforms like Weblogs, Twitter, Facebook and YouTube. It thinks in star energy and so it employed quite a few unique faces or celebrities for selling its products through campaigns.

It is the title sponsor of a vogue display titled Lakme Vogue 7 days. The company has set up the teaching through Lakme Beauty Training Academy in Chennai, Mumbai and Delhi, which will support intrigued men and women right after collaborating in manner week.


Lakme Marketing campaign

Lakme India is a prevalent house makeup manufacturer in India that made women relishes their loved one particular by way of the “Colors of Really like” contest, based on a Valentine Working day specific. The new lipstick array, Enrich Satin was the centre of awareness. The 70 out there shades of lipstick captivated the populace, which encourages the sale of item.

The Fb site of official Lakme India – ‘I Love Lakme’, introduced the contest and questioned their fans “Whats the colour of your Like?” The major motive of conducting the contest is to give accessibility to each female a glimpse of the item. It was a great medium to spread the array of lipstick shades and enthusiasts genuinely get attracted to the merchandise and favored it so considerably.

The strategy of tv marketing campaign made by O&M, which is created and directed by Vinod P Vijay of Purple Ice. The Government Imaginative Director, Sumanto Chattopadhyay reported that Lakme wished to converse its sunshine care know-how, as embodied in its state of the artwork products Lakme Sunscreen Matte Impact, which is in the line with its ‘Sunlight Harmless Hamesha’ platform. The TVC depicts a world where by women of all ages conceal driving mask to steer clear of the destructive effect of sun.

The thought of this product or service of Lakme targets each individual pores and skin types of city lady who not only desires to glimpse assured, but also make herself snug on struggling with the sun without the need of worry of it damaging consequences

Lakme produced a Lakme Makeup Professional on March 2015. This application host one particular-on-1 experiences with its customers in which they can attempt diverse seems to be applying augmented actuality and equipped to attain their undivided awareness. The app was developed in these kinds of a way that it can goal urban and semi urban women involving the ages of 16 and 34. Presently the application reaches 650, 000 downloads and has been logged in 4 million occasions by the people.

Considering that the Indian industry place experienced no real-time make-up app, Make-up Professional gave Lakme a to start with-mover edge about its rivals. The apps people can take pleasure in a seamless procuring knowledge, by purchasing from this application. 

Aside from TVC, Lakme is also utilizing the print medium and in-keep marketing routines for the marketing campaign.  Having Kareena Kapoor and Ananya Kapoor as the model ambassador, it aids to maximize the offering of the item. The other Indian Film Star Shraddha Kapoor and Katrina Kaif alongside with common model Lisa Haydon have also acted in its commercial campaigns.


Lakme has not trimmed its solutions for Indian marketplace alternatively of this its products are simply received in almost seventy world nations. It is affiliated with FMCG marketplace and specials in particular treatment items. Even with its in depth range and retail presence, it has offered a hard obstacle to the other companies.

They are capable to hold the customer’s focus in a multi brand name retail or e-tail room, which is expanding the expectations of the users. Lakme Manner Week, India’s leading trend occasion is currently being performed with the major stars, models, designers, hairstylists and makeup artists in attendance. 

The article History & Promoting Techniques of Lakme Brand name appeared very first on Artistic Blog on Indian models, Promoting and Advertising.


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