The Secret Behind Lakme’s Name
The name Lakme holds great cultural importance. The inspiration for it comes from the French term for Lakshmi, the Indian Goddess of Wealth and Beauty.
Another inspiration for the name was sourced from the brand’s partners, Robert Piguet and Renoir. Their suggestion was to name it after the well-known opera “Lakmé” by Leo Delibes, which is inspired by the Indian Goddess.
In 1952, a 100% subsidiary of Tata Oil Mills began with Simone Tata’s initiative to produce beauty products in India. She observed Indian women spending significant amounts on foreign alternatives and convinced JRD Tata to support the idea. Tata also received backing from the Indian Government.
Simone Tata started as a director at the company and later became the chairperson. The Tatas sold their ownership in Lakmé to Hindustan Unilever in 1998 for ₹200 crore (US$48.46 million). The headquarters in located in Mumbai, India.
Lakmé predominantly offers a variety of colorful cosmetic items like lipsticks, eyeliners, and skincare creams. In December 2018, the company introduced its online shopping platform. In 2021, Lakmé managed 485 beauty salons through Lakmé Lever.
Vipul Chaturvedi is the present CEO of Lakme.
Growth and Transformation: Simone Tata’s Influence
Lakme started business in a small rented space on Pedder Road, offering a wide range of personal care products for women. As the company grew rapidly, it scouted for larger premises and eventually moved to TOMCO’s Sewri plant, expanding its production considerably.
The company advanced rapidly after Simone Tata, Naval H. Tata’s wife, assumed the role of managing director in 1961. Using her sense of style and entrepreneurial skills, she turned Lakmé into a well-known brand.
The Power of Marketing and Distribution
A robust sales strategy and well-thought-out marketing strategies have led Lakme to success in urban markets across India. The company also expanded its reach to cities with a population of 20,000 or more, covering a wide range of makeup, skin care and grooming products for women and later for men also in things.
Journey of Lakme Branding
- In 1996, Lakme was first photographed. The first image of how the brand’s journey began.
- In 1997, Lakme won its first European distribution contract at the COSMOPROF WORLDWIDE fair in Bologna.
- In 1998, inauguration of the first Lakmé Studio in Barcelona.
- In 2000, the brand won its first distribution contract at the COSMOPROF ASIA fairs in Taiwan, Hong Kong, Malaysia and Australia.
Digital Marketing Strategies
- Understanding audience: Lakme creates products to meet diverse consumer beauty goals and desires. The company aims to attract young, affluent customers who are looking to invest in their beauty. By offering products at different price points, the brand can reach a wider audience and become a reliable beauty choice for women from diverse backgrounds.
- Lakme’s positioning in the market: Lakme consistently offers products that are not only effective but also trendy, setting new beauty standards. From its impressive range of lipsticks to innovative skincare products that are available in 70 countries, Lakme has become synonymous with an excellent beauty business.
- More than 300 Lakme products are used by professional hair dressers in hair salons. Its website has a virtual try-on feature that allows users to browse products and then buy them.
- The brand also has Lakme Salon offering show-stopping collections, runway awards, bridal makeup looks, exclusive styling and grooming for their premium clients. It offers educational courses in Chennai, Mumbai and Delhi for aspiring fashion designers industry.
3. Use of influencer collaborations: Lakme has teamed up with influential people in the fashion and beauty industry, leveraging their credibility to create buzz. Lakme has collaborated with beauty enthusiasts and celebrities like Rekha, Aishwarya Rai Bachchan, Kareena Kapoor Khan. Current Gen Z sensation Ananya Pandey, to create a sense of community and excitement around its products.
The brand’s ads feature Indian actresses like Lisa Hayden, Mrunal Thakur, Katrina, Bipasha Basu and Shraddha Kapoor, who has demonstrated their commitment to celebrate women of all ages and colors.
While maintaining an active presence on Instagram, Facebook, YouTube and Twitter, Lakme shares interesting news, interacts with fans and highlights its products through behind-the-scenes glimpses, tutorials and user-generated content.
The social media strategy has helped Lakme build a loyal and eye-catching customer base take it away.
4. Lakme fashion week: This event happens twice a year and features the most recent styles and creations in the fashion world. Lakme, as the main sponsor of the event, has the opportunity to showcase its new products and services, demonstrating its innovative and creative abilities.
Throughout the Covid-19 pandemic, the event was held online but still saw a 40% growth in its audience.
5. Customer engagement strategies: Lakme hosts beauty workshops, makeup masterclasses and beauty festivals to interact with customers and offer them tailored experiences. Events let consumers interact with brand, while helping Lakme gather feedback and insight. The Lakme Salon Loyalty Program also recognizes customer loyalty by providing special benefits and discounts to dedicated customers.
6. Offline marketing strategy: Lakme has put money into traditional marketing methods such as being available in stores and beauty salons and its Lakme Studios help it engage with customers. Lakme’s offline marketing efforts involve promotions in stores, demonstrating products and providing beauty consultations. These efforts not just boost sales, but also allow customers to engage with the brand and try out its products.
7. Virtual Try-On and AR Experiences: Lakmé has adopted technology by providing virtual try-on experiences and features of augmented reality (AR). Clients have the option to use their smartphones or webcams to experiment with various makeup styles or colors online.
Conclusion
The remarkable story of Lakme is an unexpected symbol of the link between beauty and nation-building. This story combines creativity, progress, and patriotism, brought to life by leaders such as Nehru, J.R.D. Tata, and Simone Tata. Lakme’s journey from challenging colonial restrictions to celebrating indigenous beauty exemplifies a genuine Indian success tale.
