Says Anil Chopra, managing director, Lakme Lever Limited: ``To complement its superior quality formulation, we have launched the new range with trendy packaging. For the first time, we have introduced our products with flip-tops too. In line with the new packaging, the logo is also being modified.''

As part of its pricing strategy, the company has increased the price of its new range by 5 per cent. ``We are offering a superior product at an affordable price now. In fact that will be our USP. The new range offers rational as well as emotional benefits too,'' claims Chopra

According to Chopra, the company has opted for the relaunch route to add value and volume to the brand. ``With this relaunch, we hope to gain three to five per cent market share within a year. The distribution process has already begun and by November 20, the new range will be displayed at our 150,000 retail outlets across the country,'' adds Chopra.

Lakme Lever already dominates the urban market with a market share of around 60 per cent in colour cosmetics and close to 70 per cent in skincare with its Lakme and Pond's brands. Currently, Lakme (excluding Fair & Lovely) enjoys a 14 per cent market share in the Rs 800-crore Indian skin care market. In this category, Lakme's rivals include Imami, Borosoft, Nivea and Johnson & Johnson. Says Chopra: ``After the relaunch, in the second phase, we will introduce totally new products in the skincare segment. As for the existing range, it will be phased out gradually. In fact, we have already stopped distributing our old range of products.''

It was two months ago that Lakme Lever Limited rolled out the `On Top of the World' range of colour cosmetics across the country. Now, with this launch, Chopra says that the company has brought together its colour cosmetics range and skincare range under the motherbrand, Lakme. ``Earlier, the brand was fragmented. With this strategy, we have unified both the ranges with the common adline `On Top of the World','' elaborates Chopra.

Targeted at the middle and upper middle classes, the range is now divided into two categories namely, basic essentials and specific-care products. The new range now includes Maximum E moisturiser, deep-pore cleansing milk, pH balanced face wash, winter care lotion, nourishing cold cream, winter care lip gel, radiance moisturiser, revival lotion and protective sun screen lotion.

To announce the relaunch, the company will be unleashing an aggressive advertising campaign that includes a series of press advertisements and television commercials from the second week of November 1999. On November 26, the company will be launching the print campaign in all leading magazines across the country. ``Pure vitamin, twice a day. Pure natural glow seven days a week,'' reads the headline of the press ad for Lakme's new Maximum E moisturiser, for example.

Created by Ogilvy & Mather Advertising, the television campaign will hit the media any time this week, informs Chopra. ``Earlier, our campaign featured only Lisa Ray. But now, we have Dino Morea in our TVCs. The ad-blitz will include a host of product specific ads,'' says Chopra.

Prior to the relaunch, the company had carried out a host of test-marketing exercises and market surveys to gauge the response of women across the nation. ``At every stage, we went back to our target audience to know their perception and preferences. And accordingly we designed the products,'' says Chopra.

During the sampling exercises for its new moisturiser, the company has received favourable response from women, claims Chopra. ``We conducted two weeks, in-home tests in select cities. And 87 to 96 per cent of our audience found the new moisturiser far more effective,'' says Chopra. The question now is: will the relaunch be effective too.