Hindustan Lever Ltd is stepping up its online marketing initiatives to promote its flagship brand Lakme in cyber space. The company has relaunched its website—Lakmeindia.com— in an effort to connect with consumers. HLL has also kicked off its community building exercises by launching an interactive section titled —My Lakme —at Lakme’s new Website—for the first time.
According to sources, in the Rs 275 crore Indian colour cosmetics markets, Lakme today enjoys a market share of 50 per cent. The other major players in this niche segment are Revlon and Maybelline.
HLL has been experimenting with a host of online marketing initiatives to promote its sunscreen brand—Lakme Sunscreen Lotion— since last year. At present, the new website offers various sections, which include, ‘Find Your Look’, ‘Style Secrets’, ‘Virtual Model’ amongst others
As for Lakme’s new community building exercises, the new website invites subscription for Lakme’s newsletter, which will give info the company’s new product launches, Lakme news and contests. In addition, the company has introduced a new section, which lists the location of various ''Lakme Beauty Salons'' across the nation. The objective of these new initiatives is to connect with customers.
As part of its offline advertising plans, HLL is now in the process of rolling out a high-voltage television commercial to promote its lipstick range. With the ad line ‘Who’s watching your lips today?’, the TVC is designed by leading ad agency Ambience D’Arcy.
Source: Financial Express