Lakme Final 1

8/11/2019 Lakme Final 1

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Within a short span of time, the use of cosmetics by Indian consumers has increased significantlywith more and more women and men taking greater interest in personal grooming, increasingdisposable incomes, changing life styles, influence of satellite television and greater product choiceand availability. This cosmetics and personal care industry has been growing at an average rate of20 per cent for the last few years. The growing Indian cosmetics market offers promising prospectsfor international brands. The growth rate in the cosmetics market reflects an increasing demand forbeauty care products in India. Perfumes and fragrances, skin care, and hair care products aresome of the major segments with promising prospects for U.S. companies. Penetration of most

cosmetic and toiletries is very low in India. Current consumption of many products is well belowthat of many countries in Asia. The low market penetration of many cosmetics and personal careproducts offers room for growth. The urban population with increasing purchasing power isthe major force driving demand for cosmetics and toiletries. India is a very price-sensitive marketand mass-market products constitute the major part of the cosmetics and toiletries market. Indiasimport of cosmetics and toiletries and intermediate raw materials is around US$ 120 million, ofwhich the U.S. has a share of approximately 10 percent The research process includesthe response received from target audiences (Min age 18yrs- Max -45yrs) through questionnaire fordeeper insight with sample size of 100

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Lakmis an Indian brand of cosmetics, owned by Hindustan Unilever and run by CEO Pushkaraj Shenai. Lakmestarted as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was named afterthe French opera Lakm, which itself is the French form of Lakshmi, the goddess of wealth, also renowned for her

beauty. Indian cosmet Lakme was started in 1952, famously because the then Prime Minister, Jawaharlal Nehru,was concerned that Indian women were spending precious foreign exchange on beauty products, and personallyrequested JRD Tata to manufacture them in India. Simone Tata joined the company as director, and went on tobecome its chairman. In 1996 Tata sold off their stakes in Lakm Lever to HLL, for Rs 200 Crore(45 million US$),and went on to create Trent and Westside. Even today, when most multinational beauty products are available inIndia, Lakme still occupies a special place in the hearts of Indian women.

Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all over India. NowHUL (Hindustan Unilever Limited) has about 110 salons all over India providing beauty services. Lakme' has beenranked as 47th most trusted brand in India by The Brand Trust Report The company is the title sponsor for LakmeFashion Week(LFW) a bi-annual fashion event which takes place in Mumbai.


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LAKMESPOSITIONING IN TERMS OF PERSONALITY AND SELF CONCEPT:

Lakme is a product range that caters to the beautification needs of not only women in their adult age but in today'scontext teenagers also. It has a brand personality of someone who takes care of you and your beauty needs. Ittries to position itself amongst its consumers as a product rangethat will help them look beautiful as is evident fromits catchphrases:

1.On top of the world!

2.Source of radiant beauty

!Lakme has a range of beauty products to offer to its consumers. Some of the ways in which it tries to position itself:

1.Lakme Hair Color: magic of colors (collage).

2.Lakme (versatile eye shadow collection): rich, long lasting and healthy make up.

3.Lakme fair perfect: For flawlessly fair skin!

4.Lakme face magic: daily wear souffl.

5.Lakme (skin vitalizer): radiant skin, now and forever.

6.Lakme (moisturizer): radiant skin, now and forever.

7.Lakme nail polish and lipstick: electric brilliance/sensual brilliance/freespirit/peppermint/9 to 58.Lakme sun expert (sunscreen): sun safe hamesha! (face the sun with a smile)

9.Lakme pure defense: anti-pollution system.

10.Lakme Tropical Island (cosmetics): defining the future of fashion.

11.Lakme hair care (international): natural hair care, a source of pleasure and well being.

12.Lakme hair next: exclusive range of hairstyle products that give you that salon look instantly.

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On the basis of above mentioned positioning strategies Lakme can have the followingcharacteristics that determine itspersonality:

Someone who takes care of your beauty needs.

A long lasting beautification product range.

Something that is not harsh on your body or harmful for your beauty.

A product that provides you with an option of getting beautiful hair.

A product that helps you get a beautiful skin.

A cosmetic product that you can wear for the entire day and not a special occasion. Someone who tells you right things about looking good.

It's an Indian cosmetic brand.

It covers all facets of beauty care for women.

The following factors of Lakme's personality help in differentiation of its products from thecompetition:

It covers all facets of beauty care.

It helps arm the consumer with products to pamper her from head to toe i.e. a complete product range. The quality of its products which can be only gauged by the consumer perception of the brand.

India's first beauty brand and is there for a long time in the market (since independence).However, most of theother foreign brands have come only lately.

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HOW LAKME IS INFLUENCING ITS CONSUMERS:THE CONCEPT OF EGO:

According to Freudian Psychoanalytic theory Lakme tries to position itself on the basis of its appeal to theconsumers which have an ego. This means that the consumers of Lakme have an impulsive drive for whichthey seek immediate satisfaction without concern for means of satisfaction

Women all over the world are always expected to look good and Indian women are no exception; More sobecause of the fact that Indian women in general do not have a fair skin like that of their western counterparts.Thus it becomes but natural for Indian women to try and look good and use beauty products that help enhancetheir looks and style. With globalization and liberalization of Indian economy and the changing demographics and

income levels there is more and more concern to look good as today's Indian woman is no longer confined to herhome but is a big contributor to the growth of Indian economy.

THE CONCEPT OF PERSONALITY GROUPS:

Lakme tries to woo the compliant consumers according to Karen Horney's classification

of personality groups i.e. people who move towards others. Those who have desire to beloved, wanted andappreciated. As is earlier stated women are supposed to look good not only in western countries but also in India.

Women always appreciate if someone calls them beautiful and it has become the custom of the society to seewomen in such a context. So it would be prudent to say that according to the societal norms a women has to lookgood at all times and which has a bearing on the psychology of female consumers towards cosmetic productswhich help them achieve that desired look. Needless to say that Lakme plays on the concept of women wantingthemselves to be appreciated for their beauty and being loved for that.

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What respondents feel:

30% (9/30) respondents felt that Lakme is a trendsetter for fashionable cosmetics inIndia. The major reason they attributed to this

was that it was the first cosmetic brand inIndia which was particularly catering to the need of Indian women and thus set a

trendfor the foreign players to tap the Indian market. Today also they said that it is atrendsetter in cosmetics as it keeps on

coming out with novel colors, shades and productsfrom time to time.

What L akme wants them to feel:

This again matches with what the company wants Indianconsumers to perceive about it as is evident from the shownadvertisement. Lakmesstrategyhas been to come with new and vibrant colors and shades of cosmetics each andevery season.

Currently it is aggressively advertising its Tropical Island Collection

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which has been designed by none other than famous fashion designer Wendell Rodricks.


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20% (6/30) respondents feel that Lakmeslip color is longer lasting as compared to other brands such as Maybellineand Revlon. They felt that it is because of good quality of lip color that was provided by the company.

What Lakme wants them to feel:

This is what Lakme is trying to do with the advertisements of its lip color. In fact it has launched a special range of lipcolor that is called 9 to 5 range andis meant for women who are working in offices. This product is primarilyharping on the premise that the lip color stays longer than any other and is meant for working women who stay inoffices from 9 to 5 and cant give that much time for their looks in between working hours.


10% (3/30) respondents felt that when they thought of Lakme they thought of an expertin beauty care. According tothem it is a brand which communicates to them the variousways in which they can protect as well as enhancetheir beauty.


This advertisement of Lakme is exactlytrying to communicate this message to its consumers that the brand is an expertin beauty care as it helps the consumer not only to look beautiful but also helps her to protect her beauty.

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10% (3/30) of respondents felt that Lakme although is not a very well known and trusted brand for

its hair care products but still the new range of hair styling products that it has brought out in themarket have to some extent provided them with an easy way of making their hair look beautiful.


This advertisement of Lakme although is trying to say the same thing but the perception of

consumers has not been built according to what the company is primarily looking for i.e. it is tryingto position itself as a instant hairstyling product.


10% (3/30) felt that Lakmesskin care lotion is one of the best products in its categoryand provides

them with optimum care in winters. However they said that the role of acosmetic product isdifferent for different environments. They disagreed about the factthat the cosmetic productsactually help you maintain a good and healthy skin for a longtime unless it is of good quality. They

were of the opinion that a good and healthy skincan only be obtained by proper diet and hydrationwith the help of liquids taken orally.

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In this context Lakme has tried to woo itsconsumers by means of informative advertisement butthe perception of its consumersdoesntgel with that of what the company wants to do. The majorreason for this could bethe level of sophistication of the respondent. In this case they are learnedwomen from aB school. However in case of women who are notat all abreast with the actualmechanisms of bodys maintenance of good health, it can be a goodway of trying togenerate awareness amongst it consumers regarding the role this product can playin theachievement of the consumers goal.

PREVAILING CONSUMER ATTITUDE: The prevailing attitude of the consumers regarding Lakme is that it is:

A brand that epitomizes the feminity of Indian women. 30% (9/30) of the respondents of the in

depth interview felt that Lakme has over the years built a brand that has got aspecial place in thehearts of Indian women. This was attributed to the length and depthof its product mix.

20% (6/30) of the respondents feel that Lakme is economical as compared to itscompetitor foreignbrands. This particular aspect has never been harped upon by Lakmein its advertisements. Whenasked whether the consumers would buy the products of Lakme if their price was increased mostof the respondents were not able to make uptheir mind. They were of the opinion that low price isone of the major strengths of the brand and it should remain like that.

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10% (3/30) of the respondents felt that Lakme provides them a complete range of cosmetic products. This is in linewith what Lakme has been trying to position it as. Thevarious advertisements of Lakme try to tell their consumersthat they provide them with acomplete solution for their beauty enhancement.

20% (6/30) respondents felt that Lakme is not at all a healthy choice in order to keep ahealthy and beautiful skin.This is in contrast with its skin care products as they try to telltheir consumers that using their skin care productswould help them achieve radiant andglowing skin. The major reason is the growing popularity of herbal productsand theusage of chemicals in Lakme products.In this respect what we as a group feel that Lakme should start a

new product line of Herbal or Ayurvedic based cosmetic products as Lakme is alreadyconsidered as atrendsetter in cosmetics industry by various consumers. So it should not miss theopportunityand should either launch a new product line or incorporate Herbal or Ayurvedic ingredients in its product portfolio.

SPECIAL NOTE WITH RESPECT TO THE PREVAILING CONSUMER ATTITUDE:

We as a group came to the conclusion that whatever negative attitude consumers haveregarding Lakme at IBSHyderabad campus it maybe because the respondents werehighly informed regarding the products and productrange. They were all B schoolstudents and were aware of the recent developments with respect to the cosmeticindustryto some extent.If we look at a broader picture women today are changing their attitude towards

morehealthier and natural cosmetic products as a whole and are reluctant to use chemical based cosmetics if theyhave better options. Moreover due to immense competition it isvery much evident that consumers of Lakme wouldswitch over to healthier brands as inthis product category the brand loyalty of the consumer stays as long as theproduct is providing the consumer the desired level of satisfaction. Since that level is already on thechanging sideits high time Lakme looks at beautification not only in terms of cosmetics but healthy cosmetics!

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METHODOLOGY OF DATA COLLECTION:

In this project, I have done qualitative research for gaining insights into perception of Lakme in the minds ofconsumer, their attitude towards the brand and also to find out whether Hindustan Unilevers intentions arematching with the consumers perception about the brand. Qualitative data was collected to know more aboutconsumer behaviour, intentions, feelings and thoughts that cannot be directly observed and measured. Hencequalitative methods helped me to project the emotions, needs, motives, attitudes and beliefs of women towardsLakme. Moreover, these methods are less structured and more intensive than standardized questionnaire basedinterviews. There is a longer, more flexible relationship with the respondent, so the resulting data have more depth

and great richness of context. I have used qualitative research for the study where I wanted to gain insights intowomensperception towards Lakme that otherwise might be impossible to pursue with structured researchmethods.

IN-DEPTH INTERVIEW METHOD:

The data collection tool which I have chosen for this study is Individual In-depth interviews. The individual in-depthinterviews were conducted face to face with the respondent i.e. women , in which the subject matter of the

interview i.e. Lakme as a brand was explored in detail. The in-depth interview was of focused type. Thequestionnaire that we administered to the respondents is given in Annexure.

RATIONALE OF THE METHOD CHOSEN:

The focused individual interviews were being done because I wanted to cover a specific list of topics or subareasof the Lakme brand. So therefore the interviewer had the discretion on the timing, exact wording and timeallocation on each question area. Special care was taken to avoid threatening questions. In the individual in-depthinterview, I have used laddering technique so as to get an actual response from the respondent. For example,

firstly the respondents were asked a particular question and then, they were probed on reasons for their responsegiven to the interviewer. 14


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Earlier I narrowed down the sources of data collection to focus groups and individual in-depth interviews. But finally Iended up by selecting individual in-depth interviews. The advantages of in-depth interviews over focus groups are:

1.More quality:

Unlike focus groups, one- on-one interviews can avoid responses that are influenced by other people. Like in our casewhere personal beauty care is a critical issue. Girls or women tend to get influenced by other participants of thefocus group in order to avoid any embarrassing situation. This kind of behaviour is not seen in case of in-depthinterview. Interviewers may ask respondents directly and find out their personal thoughts on the product; thisultimately enhances the quality of information.

2.More quantity:

We can receive twice the amount of information per respondent in an in-depth interview, where the interviewer speaksat most 20 percent of the time, as in atypical 10-member focus group.

3.

More depth:

In-depth interviews capture all the relevance of the qualitative information of focus groups. Every word the respondentspeaks can be tapped and transcribed and used in multiple ways. Well designed surveys can go beyond surface

answers and produce rich database of interviews to produce analytical reports, identify broad themes, andunderstand the ranges and depth of reactions.

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More representation:

In-depth interviews allow a much more representative approach. Respondents are carefully selected to represent themarketplace as accurately as possible. As in our case, the respondents were girls. Therefore it was better toconduct individual in-depth interviews as girls can feel comfortable in answering questions pertaining to beautycare of a person.

5.More value:

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More con venient:

As we are residing in a residential B-school where we are under inevitable pressure of assignments and placements ,so it was difficult for us to schedule focus group discussion comprising of 7-8 girls and that too we have to conduct3-4 focus group discussions. In comparison to focus groups, individual interviews were easier toschedule.7.As oursubject of research i.e. personal beauty care of women is quite sensitive, therefore individual in-depth interviewswere more appropriate in order to get more of the talking from girls or women.8.Moreover, with one respondent,there is absolutely no potential for influence from other respondents which might have been prevalent if it was a

focus group discussion instead of an individual in-depth interview. As we have clearly mentioned myriadadvantages of in-depth interviews over focus group discussions, there are also some limitations of individual in-depth interviews. They are:

There is no group interaction among girls. Therefore, stimulation for new ideas from respondents comes fromthe interviewer.

In the absence of group pressure of girls, the thinking of respondents is not challenged.

It takes a lot of time to obtain information and analyze it.

LIMITATIONS OF QUALITATIVE METHODS:

The results are not necessarily representative of what would be found in the population, and hence cannot beprojected.

There is typically a great deal of ambiguity in the results of qualitative methods.

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(http://www.business-standard.com/article/management/lakme-s-new-muse-the-working-woman-113070700636_1.html) In uncharacteristic style, the Rs 25,810-crore Hindustan Unilever (HUL), the country's largest fast-moving consumer goods

company, has silently gone about revamping its officewear portfolio in the cosmetics space in recent weeks. Called '9 to 5', it

is taking on international brands such as L'Oreal, Revlon and Chambor that have traditionally targeted this segment in a big

way. Lakme remains the dominant player in the Rs 1,100-crore organised make-up market in India. With cosmetics use

growing in India and more women moving into the urban workforce, experts say the pressure to come up with chic products

is growing. Women are increasingly getting aspirational and also have the means to ensure they can buy what they want in

their drive to enhance their beauty.

According to data released by the National Sample Survey Office (NSSO) last month, India's female workforce in urban areas

stood at 27.3 million between July 2011 and June 2012 - the period for which the analysis was done - versus 22.8 million

between July 2009 and June 2010.

There is a growth of 16.48 per cent, which is reasonable, given the high dropout rate of women from the labour force on

account of marriage, starting a family and other pressures.

But the growing bunch of women trooping to work is still substantial enough for cosmetic majors to sit up and appraise their

portfolios. Lakme appears to have done just that. Arun Srinivas, vice-president, skincare and make-up, HUL, says, "The

number of contemporary professional women in Indian offices is increasing with societal changes. Lakme 9 to 5 offers

women a unique range of long-wear make-up that allows them to look their best and go about their work with utmost style

and without any touch-ups."

This will be the second time in two years that Lakme has come out with a long-wear range, that is, make-up lasting through

the day. Last year, the company had launched Absolute, its range of premium baked make-up, at the upper end of themarket, targeting women who wanted chic but effective products that lasted through the day. Actor Kareena Kapoor

endorsed this line by Lakme.

In recent years, most international majors have focused on offering Indian women no-fuss but stylish products. For working

women, this is an enticing proposition, given that they barely have the time for repeated touch-ups. Satyaki Ghosh, director,

consumer products division, L'Oreal India, says innovation has been at the heart of this strategy of offering no-fuss but

effective products. "We are clear that if we have to make a difference, it has to be through a range of stand-out products

that are stylish and neat and do not take too much time when applying," he says.

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http://www.business-standard.com/search?type=news&q=Hindustan+Unileverhttp://www.business-standard.com/search?type=news&q=Hindustan+Unileverhttp://www.business-standard.com/search?type=news&q=Revlonhttp://www.business-standard.com/search?type=news&q=Revlonhttp://www.business-standard.com/search?type=news&q=Revlonhttp://www.business-standard.com/search?type=news&q=Hindustan+Unileverhttp://www.business-standard.com/search?type=news&q=Hindustan+Unilever


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This has taken different shapes, from interesting colours in segments such as lips and nails, two big categories in make-up, to innovativeproducts such as a kajal that can be twisted open like a lipstick or a compact that doubles as a foundation. L'Oreal Paris, along withMaybelline (at the lower end) and Lancome (at the upper end), has attempted to make make-up utilitarian as well as look good throughsuch products, to draw the attention of the consumer.

Innovation, say experts, has also become imperative in the cosmetics space because women today are not hesitant to experiment withtheir products. This is increasingly becoming evident in nail colour, for instance, where even working women can be found try ing outnewer and bolder shades without worrying about how their colleagues would perceive them.

As Anand Ramanathan, associate director, KPMG (management consulting practice), says, the cosmetics industry is seeing a shift with

consumers wanting to try out newer and better products, with women going after brands that offer them a little more than what otherswould. Ghosh puts it succintly, "Women today do not want to try out their mother's brands."

Lakme has responded to these mutiple challenges with a range of products from eyeliners, compacts, blushers, nail polish to lipsticksunder 9 to 5. "Lip and nail colour, in particular, are new additions to the range," Srinivas says. "The packaging has also been revampedto make it exciting for the working woman," he adds.

Experts say that as disposable income among women go up, the pressure to adopt new styles will increase. "The pressure to innovatewill certainly go up as consumers become demanding," says Ghosh of L'Oreal.

What is partly fuelling this pressure is the awareness among consumers of global trends. "Women know what is happening abroad andin a globalised world, they want to be part of an international trend or phenomenon," Ghosh adds. The homegrown universe of beautyand fashion bloggers has fanned such trend-spotting.

Lakme has also played on pricing for its revamped range for the working woman. It is priced between Rs 200 and Rs 600, bringing itwithin the reach of most. International brands such as Revlon, Chambor and even L'Oreal Paris are all priced over Rs 500, andMaybelline is the only mass-market brand among the global players.

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http://www.fashionunited.in/news/apparel/lak

me-fashion-week-goes-live-with-tv-

180320111810 Lakme Fashion Week goes live with TV Friday, 18 March 2011Indias pioneering fashion event, Lakme Fashion Week for the first time

launched an online streaming channels, LFW TV, to woo netizens. Anil Chopra, chief executiveofficer of Lakme Lever, part of Hindustan Unilever, is fine-tuning Lakmesonline and offlinestrategies to popularize its fashion property Lakme Fashion Week (LFW) Summer Resort 2011across the globe. Currently, Lakme, the market leader in the branded color cosmetics segment inIndia, is also gearing up to launch a new range of cosmetics during the grand finale of LFW thisseason.

LFW TV is one of Lakmeskey initiatives this season that was envisioned to provide access to all thecontent closer to the PC.

The rapid growth of online social networks and the power it brings to people, brands and consumerbehavior has resulted in the need to embrace technology with fashion. By becoming early adoptersand staying at the forefront, LFW takes its active digital outreach and social media engagement tothe next level. LFW TV allows fashion enthusiasts worldwide to engage and experience fashion real-time, eliminating the limitations of location or invitation and giving them an experience of watchingthe show live from the runway. Besides live streaming of all shows through the five days, LFW TV

also gave the audience a peek of action at the venue. Lakm also introduced the Fantasy Collection of colored cosmetics at the grand finale of the fashion

event. Chopra said, Every season, Lakme forecasts and sets the beauty and fashion trends in Indiain the form of a color collection. The selected trends are translated for different types of faces andskin, and sees culmination in a collection that is co-created with the Lakm Makeup Artists and theLakm grand finale designer.

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INIFD is the first educational institute in the world to completely digitizeeducation to change the learning landscape for thousands of studentsacross all INIFD centres!

INIFD Presents Gen Next at LAKM FASHION WEEK at Main Show Area toencourage upcoming Gen Next Designers at Lakm Fashion Week toencourage upcoming Gen Next Designers at Lakme Fashion Week - the

premium platform for all budding designers. INIFD is the 'Official Knowledge Partner' of Indias premier fashion and

lifestyle event - Lakm Fashion Week. The synergy between the educationand learning centre and the fashion week is a first ever attempt tointegrate knowledge sharing between the leaders of the fashion businessand the future of fashion in India. Its a two way process wherein students

get to be part of the fashion week at various levels, thus enhancing theirpractical skills and an on the other INIFD aims to leverage the successfultalent base in the country who are part of the fashion week back intoeducation. And set role models for the future generation.

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http://www.hul.co.in/brands-in-action/detail/Lakm--

launches-India-s-first-makeover-application/368874/

LAKM LAUNCHES INDIAS FIRST MAKEOVER APPLICATION Lakm, Indias leading beauty brand, now introduces Indias first ever makeover application that allows consumers to

experiment with their looks and get an instant makeover with the vast Lakm pallet.

Available under the Lakm Reinvent StudioLink opens in a new window section on the Lakm website, this first of its kindapplication is designed to precision giving the users a chance to create a look for themselves using options across all

categories including the face, eyes, lips, etc. The application also suggests products and shades that will suit a ones facealong with tips for application tips and tricks along with an option of emailing herself, the list of products used to create the

look.

LAKM REINVENT STUDIO IN DETAIL

Face: This section covers options for base make up including foundation, concealor, powder and blush. Each of these optionscontain a circulur color pallete of the Lakm products available across all ranges including Classics, 9to5 and Absolute. Once

the user selects the shade according to her skin tome, she is introduced to the details of the product including its price and

shade number thus helping her with a ready recknor.

Eye: For the eyes, the app allows user to play around with different styles, thickness options for eyeliners, kajal and mascara.Be it on the models image available on the app or the users own picture, the app allows the user to reinvent their stylevirtually and thereby encouraging them to try different options in reality.

Lip: This is the most exhaustive category with Lakmswide range of lipsticks across Classics, 9to5 and Absolute available forthe user to play with and select the lip color that suits her style and mood. It allows the user to define the lip liner, furtherapply the lip color as per preference and complete the look with the lip gloss.

Nails: This segment is also designed to detail with the user being able to select the colour based on their nail style and skintone.

LAKM LOOKS

The most fascinating section of the application, it gives the user the chance to adapt her looks to the ones created on the

Lakm divaKareena Kapoor. The user simply has to choose their favourite Lakm look and click on their image to witnessthe same look being re-created on them. Exciting looks like Night Look, Sultry Evenings, Cocktail Glamour, Corporate Power

and Sundown Shimmer are among the many options available.

BEFORE AFTER23
http://www.lakmeindia.com/Studiohttp://www.lakmeindia.com/Studiohttp://www.lakmeindia.com/Studiohttp://www.lakmeindia.com/Studiohttp://www.lakmeindia.com/Studiohttp://www.lakmeindia.com/Studiohttp://www.lakmeindia.com/Studio


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Contemporary Indian beauty expert Lakme continuouslyinnovates to offer a wide range of, high performance andworld class color cosmetics, skincare products, and beautysalons. In addition to leveraging Unilever's worldwideexpertise, Lakme also partners with the leading cosmetic

house Milan-based Intercos Italia, Schwann StabiloGermany and Paris-based Fiabila. Combining internationalcosmetic technology with an in-depth understanding of theIndian woman's needs, Lakme also offers its consumers acomprehensive beauty experience through its products and

services at the Lakme Salons and Studios.

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future

The objective now is to set up 200 salons within two-three years, and Lakme Lever intends to tie up with brandsrelated to personal grooming in the forthcoming months. In addition to skin care, hair care and colour cosmetics,the Lakme Lever branded salon model could also finalise tie-ups in categories such as hair dryers, among others.

A tie-up with hair-care major Wella has already been firmed up. On the retail front, while the combined distributionstrength of Lakme and Elle 18 straddles 65,000-odd outlets, Lakme's skin care range is distributed across onelakh stores.

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1996

Lakme and Hindustan Unilever forms 50:50 JV

Lakme Lever

1997

Lakme brand and assets acquired by

Hindustan Unilever

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Lakme Final 1

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