Lakme Lever plans to revive Elle 18

Lakme Lever plans to revive Elle 18

Author | Source: Business Line | Wednesday, Sep 27,2006 6:55 AM

Lakme Lever plans to revive Elle 18

To strongly position the brand on the youth platform

With a pricing that is almost one-third that of Lakme, Elle 18, of late, has also unleashed a campaign based on its products.

Lakme Lever is planning to revive its youth-oriented brand, Elle 18. Having put the brand on `maintenance' mode, this division of HLL was focusing on Lakme.

Speaking to Business Line, Mr Anil Chopra, Vice-President, said: "We are relooking at the Elle 18 brand."

Launched in 1998, Elle 18 targeted the first-time cosmetic user and currently sports two product lines comprising lipsticks and nail enamel.

"In the first three years, Elle 18 registered sharp growth rates and the purpose was to create a new segment of consumers," said Mr Chopra.

At that point of time, Elle 18's main competitor in the youth-based cosmetics market was Tips & Toes, a brand that is almost non-existent today.


With a pricing that is almost one-third that of Lakme, Elle 18, of late, has also unleashed a campaign based on its products.

"There was a change in our strategy in the past. While Lakme has been high on innovation, Elle 18 has been on maintenance mode. The brand has been growing at a lower rate than Lakme. But now we are now relooking at Elle 18 as there is still no brand that is so sharply positioned on the youth platform," said Mr Chopra.

There was a conscious price differential between the brands to attract the first generation users of cosmetics. So, while a Lakme Lipstick would have an MRP of Rs 165, an Elle 18 Lipstick was pegged at Rs 55.

Meanwhile, Lakme Lever continues to innovate for its existing range of skincare and colour cosmetics under the Lakme brand.

It recently relaunched its skincare range under the name of Lakme Fundamentals.

"While there is no new product, we will be upgrading the existing skin care range with new formulation and packaging," Mr Chopra said.

In colour cosmetics it has roped in designer Sabyasachi Mukerjee to unleash the `Free Spirit' range as part of its winter collection.

"The overall beauty market has been growing between 15-20 per cent but we have been growing higher than the market."

However, it is the salon business that has been registering the highest growth rates for Lakme Lever.

"With a small base, our salon business has been growing the fastest," Mr Chopra said.

There are plans to have 100 Lakme salons by the end of the year from the existing 92 salons across the country.

Besides, Lakme Lever intends consolidating its hair care portfolio launched last year under the Lakme Hair Next brand.

"We do not want to add to existing hair care products in the market. The brand has been launched in the hair styling category and we want to create awareness and educate our consumers without confusing them with more products," said Mr Chopra.

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