Lakme – On Top of the World

Lakme was originally a TATA company. Lakme Unilever Limited which was a 50:50 joint venture of Lakme and HUL was formed in 1995. Finally, in 1998, HUL acquired the remaining 50% stake to make Lakme a completely HUL brand. Lakme offers both skin care and cosmetics products. Lakme has a wide variety of products which includes products for lips, nails, eyes, face and skin. Lakme has also ventured into the beauty services business with the launch of ‘Lakme Beauty Salons’ which has already become a leading beauty salon chain with more than 100 salons across different cities of India.


The target segment for the brand is young women and the positioning of the brand is ‘trendy and stylish complete range of products for skin and beauty care’. Most of the Lakme ads feature beautiful girls who woo guys with their Lakme-cared lips, nails or skin. The tagline of the brand is: ‘On Top of the World’. Official website of Lakme is:


Of late to promote their premium end positioning Lakme is using the route of publicity by sponsoring various fashion shows. Just to prove the point that the fashion oriented premium position of the brand has not changed over the last 20 years – we will end this article with a famous Lakme ad from early 1990’s featuring Aishwarya Rai flaunting her pre-miss world ‘she has got the look’ style.

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About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

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