Lakmé Marketing Strategy 2024: A Case Study

Lakmé, a prominent name in the Indian beauty industry, has carved a niche for itself with its innovative marketing strategies. With stiff competition from brands like Maybelline, L’Oreal, Revlon, and Oriflame, Lakmé has managed to secure a significant market share in India’s cosmetics market.

Lakmé’s success can be attributed to its tailored strategies for the Indian market and its ability to effectively connect with consumers through Bollywood celebrity collaborations. By understanding the unique needs of Indian women and offering a diverse range of makeup and skincare products, Lakmé has positioned itself as a go-to brand for beauty enthusiasts.

Key Takeaways:

  • Lakmé employs a comprehensive marketing mix involving product strategy, place strategy, pricing strategy, and promotion strategy to maintain its leading position in the cosmetic industry in India.
  • Lakmé’s digital marketing strategy encompasses active social media presence, influencer collaborations, content marketing, email marketing, online advertising, and virtual try-on experiences.
  • Lakmé leverages visual storytelling and collaborates with influencers to create buzz around its products and reach a wider audience.
  • Lakmé places a strong emphasis on customer engagement, building long-term relationships, and encourages user-generated content through campaigns and contests.
  • Lakmé’s success is measured through metrics such as brand awareness, social media engagement, website traffic, and sales figures.

With an active presence on popular social media platforms like Facebook, Instagram, Twitter, and YouTube, Lakmé engages with its audience through high-quality images, videos, informative blog posts, articles, and video tutorials related to beauty. The brand’s website and e-commerce platforms further strengthen its online presence.

Lakmé’s commitment to staying relevant during challenging times is evident in its virtual try-on feature on its website, which allows users to visualize and purchase products. The brand’s sales revenue has witnessed a significant increase, reaching Rs 328 crore in FY23.

By collaborating with influencers in the fashion and beauty industry, Lakmé creates a buzz around its products, reaching a wider audience. The brand has also collaborated with renowned Indian actresses such as Lisa Haydon, Mrunal Thakur, and Katrina Kaif as part of its marketing campaigns.

Despite the obstacles presented by the Covid-19 pandemic, Lakmé managed to adapt and thrive. The virtual format of Lakmé Fashion Week during this period enabled the event to reach a larger audience, increasing its reach by 40%.

Through meticulous market research and consumer surveys, Lakmé continuously gathers feedback and insights from its target audience, refining its marketing strategies to better cater to their needs and preferences.

In the highly competitive beauty industry, Lakmé’s marketing strategy serves as a case study, showcasing the brand’s ability to connect with consumers, maintain its market position, and drive growth through innovative approaches.

About Lakmé

Lakmé, founded in 1952 by J.R.D. Tata and Simone Tata, is a leading cosmetic brand in India. With over 2,500 employees, Lakmé offers a wide range of products that cater to both professional hair salons and individual consumers in domestic and international markets. The brand takes pride in its history of innovation and was the first to introduce color cosmetics tailored for Indian skin tones back in the 1960s.

Aside from its extensive product line, Lakmé has also established a prominent presence in the beauty industry through its Lakmé Beauty Salons. With 110 salons across India, these establishments provide top-notch beauty services to customers.

Lakmé’s commitment to staying at the forefront of digital trends is evident in its robust online presence. The brand sells its products through e-commerce platforms and its own website, allowing customers to easily access their favorite Lakmé products from the comfort of their homes.

One of Lakmé’s notable contributions to the fashion industry is its sponsorship of the bi-annual Lakmé Fashion Week. This prestigious event showcases the latest trends and collections from renowned designers, further solidifying Lakmé’s position as a pioneering brand in India’s fashion scene.

In addition to its strong foothold in India, Lakmé products are sold in nearly 70 countries worldwide. The brand strategically prices its products to ensure a balance between quality and affordability, employing various psychological and promotional pricing strategies. Lakmé also invests in extensive advertising campaigns, utilizing channels such as television, radio, newspapers, fashion magazines, billboards, and social media platforms.

Celebrity endorsements and collaborations, particularly with Bollywood stars, play a significant role in enhancing Lakmé’s visibility and appeal. The brand’s digital marketing efforts and social media campaigns help broaden its reach and engage with a wider audience.

In summary, Lakmé’s rich history, expansive product range, thriving beauty salons, and strong presence in the digital and fashion realms all contribute to its position as the number one selling cosmetic brand in India. As the beauty industry continues to evolve, Lakmé remains committed to innovation and addressing the specific beauty needs of Indian consumers.

Lakmé Marketing Mix

Lakmé, the leading cosmetics brand in India, implements a comprehensive marketing mix to effectively reach its target audience and maintain its market position. Let’s explore the key elements of Lakmé’s marketing mix:

Product Strategy

Lakmé offers a diverse product portfolio with nearly 300 items, including makeup products for face, eyes, lips, and nails. The brand also provides tools, brushes, makeup kits, skincare products, hair care products, and beauty services. Lakmé’s product strategy focuses on catering to the unique needs and preferences of Indian women, offering quality and innovative cosmetics.

Place Strategy

Lakmé has established a strong presence in the Indian market. With approximately 110 beauty salons across the country, the brand ensures convenient access to its products and services. Lakmé products are also distributed through about 1,200 sales outlets with beauty advisors. Additionally, Lakmé has expanded its reach globally, with a presence in approximately 70 countries.

Pricing Strategy

Lakmé adopts a customer-friendly pricing approach to cater to the price-sensitive population of India. The brand employs various pricing strategies including value-based pricing, competitive pricing, product line pricing, and psychological pricing. Lakmé’s attractive pricing strategy allows it to capture a diverse consumer base.

Promotion Strategy

Lakmé implements an aggressive marketing and advertising strategy to create brand awareness and promote its products. The brand utilizes various traditional channels such as television, radio, newspapers, and fashion magazines. Additionally, Lakmé leverages digital platforms and social media to engage with its target audience effectively. Collaborations with Bollywood celebrities for endorsements and ad campaigns further enhance the brand’s visibility and appeal.

By effectively leveraging its product strategy, place strategy, pricing strategy, and promotion strategy, Lakmé maintains its leadership position in the Indian cosmetics market. The brand’s strategic approach ensures a strong brand image and wide consumer reach.

Lakmé Digital Marketing Strategy

Lakmé, India’s leading beauty care and cosmetic brand, recognizes the importance of digital marketing in reaching and engaging with its target audience. With an aim to enhance its online presence and drive sales, Lakmé has implemented a comprehensive digital marketing strategy that encompasses various channels and tactics.

Social Media Presence and Influencer Collaborations

Lakmé leverages the power of social media to connect with its customers and build brand awareness. The brand maintains active profiles on popular social media platforms, including Facebook, Instagram, and Twitter. Through consistent and engaging content, Lakmé keeps its audience updated on the latest product launches, trends, and beauty tips.

In addition, Lakmé collaborates with influencers and beauty experts to amplify its reach and credibility. By partnering with renowned influencers who align with Lakmé’s brand values and target audience, the brand is able to tap into their followers’ networks and generate authentic engagement.

Content Marketing and E-commerce

Lakmé understands the importance of providing valuable and informative content to its audience. The brand utilizes content marketing strategies such as blog posts, video tutorials, and expert advice to educate and engage its customers. By creating relevant and high-quality content, Lakmé positions itself as a trusted authority in the beauty industry.

To facilitate seamless online shopping experiences, Lakmé has developed a robust e-commerce platform. Customers can browse and purchase Lakmé products directly from the brand’s website, ensuring convenience and accessibility.

Email Marketing and Online Advertising

Lakmé effectively utilizes email marketing campaigns to communicate with its customers and promote new product launches, special offers, and exclusive discounts. By personalizing and segmenting its email communications, Lakmé ensures that the right messages reach the right customers at the right time.

In addition to email marketing, Lakmé invests in online advertising to increase its brand visibility and drive traffic to its website. The brand strategically places targeted advertisements on relevant platforms and websites frequented by its target audience, maximizing its reach and impact.

Virtual Try-On Experience

As technology continues to play a significant role in the beauty industry, Lakmé has embraced innovation by introducing a virtual try-on experience. Through augmented reality technology, customers can virtually try out Lakmé’s cosmetic products, allowing them to make more informed purchase decisions and enhancing their overall shopping experience.

The implementation of these digital marketing strategies has enabled Lakmé to effectively engage with its target audience, strengthen its brand presence, and drive online sales. By embracing digital innovation, Lakmé continues to stay ahead in the competitive beauty market.

Digital Marketing Strategies Key Features
Social Media Presence Lakmé maintains active profiles on various social media platforms, sharing engaging content and collaborating with influencers.
Content Marketing Lakmé utilizes blog posts, video tutorials, and expert advice to provide valuable information and solidify its position as an industry authority.
E-commerce Lakmé’s robust e-commerce platform allows customers to conveniently browse and purchase products online.
Email Marketing Personalized and segmented email campaigns keep customers engaged with new launches, offers, and discounts.
Online Advertising Lakmé strategically places targeted online advertisements to increase brand visibility and drive website traffic.
Virtual Try-On Experience Lakmé utilizes augmented reality technology to provide customers with virtual try-on experiences, enhancing their shopping journey.

Lakmé Competitive Analysis

Lakmé, a leading beauty brand in India, faces competition from both domestic and international brands in the cosmetics and toiletries market. The brand competes with well-established players such as Maybelline, L’Oréal, Revlon, and Oriflame. Despite the stiff competition, Lakmé has maintained a strong market share and brand positioning.

Lakmé’s success can be attributed to its comprehensive understanding of the unique needs and preferences of Indian women. The brand has consistently delivered high-quality products that cater to the diverse skin tones of Indian consumers, giving it a competitive edge in the market.

Furthermore, Lakmé has strategically collaborated with Bollywood celebrities to enhance its brand image and connect with its target audience. These celebrity endorsements have helped Lakmé establish a strong emotional connection with consumers and reinforce its brand positioning as a symbol of beauty and glamour.

In addition to product quality and brand ambassadors, Lakmé has focused on innovative marketing strategies to differentiate itself from its competitors. The brand has effectively utilized digital marketing platforms and social media channels to engage with consumers, create brand awareness, and drive sales.

Moreover, Lakmé has expanded its distribution network by opening over 400 Lakmé Salons in more than 125 towns and cities. These salons offer a wide range of beauty and grooming services, providing customers with a holistic beauty experience that meets global standards.

Lakmé’s competitive advantage lies in its ability to understand and cater to the specific needs of the Indian market. By leveraging its strong brand image, celebrity collaborations, and wide distribution network, Lakmé has successfully positioned itself as a trusted and preferred beauty brand among Indian consumers.

Brand Market Share Brand Positioning
Lakmé Leading market share in India Symbol of beauty and glamour
Maybelline Strong presence in the international market Trendy and affordable cosmetics
L’Oréal Global leader in the cosmetics industry Innovative and diverse beauty products
Revlon Well-known brand with a loyal customer base Empowering and inclusive beauty
Oriflame Growing presence in the Indian market Natural and sustainable beauty

Overview of Lancome

Lancome, founded in 1935, is a renowned luxury cosmetics brand that offers a wide range of makeup, skincare, and perfume products. With a rich history and a legacy of elegance and sophistication, Lancome has established itself as a global leader in the beauty industry.

Lancome’s product portfolio encompasses a diverse range of beauty offerings, catering to the needs of individuals with varying preferences and skin types. From foundation and lipstick to serums and moisturizers, Lancome develops high-quality products that are trusted by customers worldwide.

Since its acquisition by L’Oréal in 1964, Lancome has expanded its global presence and continues to be a top choice for those seeking luxury beauty solutions. The brand’s commitment to innovation and research has resulted in the development of cutting-edge formulations and technologies that deliver outstanding results.

With a strong emphasis on quality and effectiveness, Lancome products are known for their exceptional performance and ability to enhance natural beauty. The brand’s dedication to providing customers with premium cosmetics has solidified its position as a leader in the industry.

SWOT Analysis of Lancome

Lancome, a renowned beauty brand, has various strengths that contribute to its success in the competitive market. Firstly, Lancome benefits from a strong brand reputation that has been built over many years. This reputation is the result of consistently delivering high-quality, innovative products that meet the diverse needs of its customers.

Another strength of Lancome is its wide product range, which includes skincare, makeup, and fragrances. This diverse portfolio allows Lancome to cater to a broad customer base and capture different market segments.

Lancome’s effective influencer marketing strategies have also contributed to its success. The brand has collaborated with influential figures in the beauty industry to promote its products, increasing brand visibility and trust among consumers.

Additionally, Lancome has implemented a strategic pricing strategy. It offers premium products at competitive prices, positioning itself as a luxury brand accessible to a wider range of customers.

However, despite its strengths, Lancome also faces certain weaknesses. One such weakness is its limited market presence in emerging markets. Expanding into these regions presents an opportunity for growth and a chance to reach new customers.

Another weakness is the perception of Lancome as an exclusive brand. While exclusivity can be appealing to some consumers, it may discourage others who perceive Lancome as unattainable or not for their demographic. Addressing this perception could help broaden Lancome’s customer base.

Looking at opportunities, Lancome has the opportunity to tap into the growing beauty market. With increasing consumer demand for skincare and beauty products, Lancome can leverage its brand reputation and expertise to expand its product offerings.

Digital transformation presents another significant opportunity for Lancome. Investing in e-commerce and digital marketing strategies can help reach a wider audience and enhance the overall customer experience.

However, Lancome also faces threats in the market. Intense competition from other beauty brands is one such threat. Competitors such as Revlon, Christian Dior, and Chanel are constantly innovating and vying for market share.

Changing consumer preferences and trends also pose a threat to Lancome. The brand must stay agile and adapt to evolving customer demands, such as the increasing focus on natural ingredients and sustainability.

Overall, Lancome’s strengths, such as its strong brand reputation, wide product range, effective influencer marketing, and strategic pricing strategy, position it well in the market. By addressing weaknesses, capitalizing on opportunities, and navigating threats, Lancome can continue to thrive and remain a leader in the beauty industry.

Marketing Strategy of Lancome

Lancome, a luxury brand founded in 1935 and acquired by L’Oréal in 1964, has established itself as a global powerhouse in the beauty industry. Operating in over 160 countries worldwide, Lancome offers a wide range of skincare, makeup, and fragrance products.

One of the key aspects of Lancome’s marketing strategy is its focus on building a strong brand image. The brand positions itself as a luxury brand, targeting high-end customers who value quality and sophistication. Lancome’s commitment to excellence and innovation is evident in its product offerings, which are designed to provide a luxurious and indulgent experience for its customers.

In addition to its emphasis on brand image, Lancome also understands the power of influencer marketing in today’s digital age. The brand collaborates with influencers, particularly on platforms like Instagram, to reach and engage with its target audience. By partnering with influencers who align with its brand values and aesthetics, Lancome is able to leverage their influence and reach a wider audience, creating buzz and generating brand awareness.

Lancome’s marketing strategy also includes strategic pricing. The brand employs a pricing strategy that caters to a wide audience, ensuring there are products available at various price points. This allows Lancome to attract both aspirational luxury customers and those seeking accessible luxury, expanding its customer base and driving sales.

Moreover, Lancome understands the power of emotional marketing. The brand utilizes storytelling techniques to create emotional connections with its customers. By highlighting the personal experiences and transformations that can result from using Lancome products, the brand taps into the desires and aspirations of its target audience, creating a deeper bond and loyalty.

Another crucial element of Lancome’s marketing strategy is personalized marketing. The brand recognizes the individuality of each customer and strives to provide tailored experiences. Through personalized recommendations, customized product offerings, and personalized communication, Lancome aims to make each customer feel valued and understood, enhancing the overall customer experience.

To effectively reach its target audience, Lancome employs a multi-channel marketing approach. The brand utilizes both traditional and digital platforms to engage with customers at various touchpoints. Whether through print advertising, in-store experiences, social media campaigns, or influencer collaborations, Lancome ensures a consistent brand presence across different channels, maximizing its reach and impact.

Furthermore, Lancome’s collaboration with Digital Crew specifically targets Chinese customers and tourists in Australia. The brand recognizes the importance of engaging with the Chinese audience, and leverages platforms like WeChat, a prominent social media platform in China, to connect with and engage its target market. This localized and targeted approach allows Lancome to effectively cater to the preferences and needs of its Chinese audience.

In conclusion, Lancome’s marketing strategy revolves around building a strong brand image, utilizing influencer marketing, implementing strategic pricing, creating emotional connections through storytelling, delivering personalized experiences, and adopting a multi-channel approach. By aligning its strategies with the evolving needs and preferences of its target audience, Lancome continues to thrive as a leading luxury beauty brand in the global market.


Through their effective marketing strategies, Lakmé and Lancome have established themselves as successful players in the cosmetics industry.

Lakmé’s tailored services to previously underserved demographics have resulted in a 20% increase in reach, while diverse marketing strategies and enhanced client engagement have led to a significant 30% boost in overall sales. The brand’s community engagement and support have also seen a remarkable 40% increase, signaling the loyalty and satisfaction of their customer base.

Lancome, on the other hand, has embraced influencer marketing, recognizing the power of social media in shaping consumer purchasing decisions. With collaborations across various age groups and a focus on authenticity, the brand has been able to successfully connect with their diverse consumer base. Additionally, innovative experiences such as AR beauty tutorials and virtual try-ons have further enhanced their engagement with customers.

Both brands are committed to measuring the success of their marketing strategies through metrics like brand awareness, social media engagement, website traffic, and sales figures. With their effective marketing approaches and dedication to meeting consumer needs, Lakmé and Lancome are poised for continued growth and success in the ever-evolving cosmetics industry.


What is Lakmé’s history?

Lakmé is a renowned cosmetic brand in India that was founded in 1950 by J.R.D. Tata.

What products does Lakmé offer?

Lakmé offers a wide range of makeup and skincare products specifically designed for Indian women.

What are Lakmé Beauty Salons?

Lakmé operates a network of Lakmé Beauty Salons that provide various beauty services.

What is Lakmé Fashion Week?

Lakmé Fashion Week is a prestigious fashion event that showcases the latest trends and collections from top designers.

What is Lakmé’s marketing mix strategy?

Lakmé focuses on product strategy, place strategy, pricing strategy, and promotion strategy.

How does Lakmé implement digital marketing?

Lakmé utilizes social media marketing, influencer collaborations, content marketing, e-commerce, email marketing, online advertising, and virtual try-on experiences.

Who are Lakmé’s competitors?

Lakmé faces competition from brands such as Maybelline, L’Oréal, Revlon, and Oriflame.

What is Lancome?

Lancome is a luxury cosmetics brand founded in 1935 that offers a wide range of makeup, skincare, and perfume products.

What are Lancome’s strengths?

Lancome’s strengths include a strong brand reputation, wide product range, effective influencer marketing, and a strategic pricing strategy.

What is Lancome’s marketing strategy?

Lancome’s marketing strategy focuses on creating a luxurious brand image, leveraging influencer marketing, implementing a strategic pricing strategy, and creating emotional connections with customers.

How do Lakmé and Lancome compare in the cosmetics industry?

Both Lakmé and Lancome have successfully implemented marketing strategies to establish themselves as leading cosmetic brands in their respective markets.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.