SHINING DISCLOSURES-AN IN DEPTH LOOK AT LAKME’S MARKETING EXPERTISE

Abstract

Lakme is indeed one of the leading cosmetic brands with its headquarters in Mumbai, India. Established in 1952, Lakme is part of the larger consumer goods and cosmetics company, Hindustan Unilever Limited (HUL). The brand has played a pivotal role in shaping the beauty and cosmetics industry in India, offering a wide range of products that cater to the diverse beauty needs of the Indian market. Lakme has adeptly integrated elements of traditional Indian culture into its product offerings, tailoring them to suit the varied and culturally diverse market. This approach involves infusing the brand's beauty products with features, colours, and fragrances that resonate with the diverse cultural preferences of Indian consumers. Lakme a distinguished presence in the cosmetics industry has implemented a range of marketing strategies that have been instrumental in establishing and sustaining its success. The secondary data have been gathered from a range of scholarly journals, websites, and books for our research. Our analysis focused on evaluating the Market entry and expansion strategy, Analyse consumer engagement, Understanding brand positioning and identification of top competitors of lakme is the foundation for our research case study.