Lakmé 9to5: Beauty and the corporate beast

This case study explains how Lakme, the beauty brand, connected with working women in India by resolving the tension between femininity and masculinity in the workplace.

Lakmé 9to5: Beauty and the corporate beast

Vasuta Kalra

Campaign details

Brand owner: Hindustan Unilever LimitedLead agency: Publicis India and Mindshare MediaBrand: LakméCountry: IndiaIndustry Cosmetics, beauty aidsChannels used: Cinema, Internet - general, Newspapers, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Radio, Social media, TelevisionMedia budget: 1 - 3 million

Executive summary

Lakmé, one of India's oldest and leading beauty brands wanted to reconnect with modern working women through its long-wear make-up range '9to5'. These go-getters had global ideals and aspired to be leaders...

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