Lakme steers clear of old marketing strategy

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Deviating from the traditional mode of advertising, Lakme Lever, part of the Hindustan Unilever Ltd (HUL) has opted for a different strategy to market its new launch ‘Lakme Pure Defense’. The company has deployed a bevy of beauty advisors at 1200 Lakme retail outlets across the country to promote its new launch-dumping mass media ad campaigns. On the other hand, HUL’s arch rival Procter & Gamble India (P&G) has kicked off an aggressive consumer activation programme to popularise its skin care brand ‘Olay’ in Mumbai. Clearly, the accent seems to be on ‘direct consumer contact’ in the Rs 2,200 crore Indian skin care market.

On Lakme’s new initiative, Anil Chopra, vice-president, HPC Hindustan Unilever Ltd said “Our strategy is not to use mass media advertising to promote Lakme Pure Defense-the first of its kind across the globe. Instead, we have opted for the ‘education’ route to create awareness for our new product.” With the help of Unilever skincare technology, the company has developed ‘Lakme Pure Defense’ in India, informed Chopra.

According to industry analysts, Indian skin care majors are increasingly opting for direct marketing concept to create awareness for their products.” Recognising the growing significance of targeted marketing, HUL and P&G are now using this method to woo consumers at malls, retail outlets and departmental stores,” explained an analyst based in Mumbai. With increasing competition, the sector is expected to register a healthy growth this year. To support its new launch, Lakme is also introducing ‘Pure Defense-Anti Pollution facials’ at Lakme Beauty Salons across the country.” We are planning to extend the number of Lakme Beauty Salons from 105 to 150 in 2008. Currently, we have beauty salons in 35 cities in India,” said Chopra.