Lakmé ABSOLUTE: Make up that does not look made up

This case study explains how Lakme, a homegrown Indian make-up brand, increased consumption and adopted a premium positioning by empowering women to be themselves.

Lakmé ABSOLUTE: Make up that does not look made up

Vasuta Kalra

Campaign details

Brand owner: Hindustan Unilever LimitedLead agency: Publicis India and Mindshare MediaBrand: LakméCountry: IndiaIndustry Cosmetics, beauty aidsChannels used: Cinema, Internet - general, Point-of-purchase, in-store, Print - general, unspecified, Sponsorship - event, property, TelevisionMedia budget: 1 - 3 million

Executive summary

This case study describes how Lakmé, India's first homegrown make-up brand and category leader, was in danger of becoming jaded against international competitors. The brand wanted to maximise gains by premiumising and increasing women's...

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