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Winter plans: Lakme to foray into premium bodycare segment

26-October-2004
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Winter plans: Lakme to foray into premium bodycare segment

Recognising the evolving needs of beauty-conscious women, major players in the skincare segment are now expanding their product portfolios and operations across the country.

In a strategic move, Lakme Lever Ltd is planning to foray into a new category—bodycare segment—this winter. The company is now gearing up to launch its first offering in this segment called ‘Lakme Body Milk’ soon. In a bid to take on rival brands in other segments (skincare and colour cosmetics), Lakme is chalking out a new gameplan which includes relaunches, new packaging initiatives and expansion plans. Meanwhile, L’Oreal India, is in the process of rolling out a slew of new products in the skincare segment.

On Lakme’s foray into a new segment, says Lakme Lever business head Anil Chopra: “We are entering the premium end of the ‘bodycare’ segment with our new launch. In fact, Lakme Body Milk is more premium compared to other bodycare brands from the Lever stable namely Ponds and Vaseline. Lakme Body Milk’s price is almost 30% higher than other Lever products in this segment.”

In the skincare segment, Lakme has relaunched its brand Lakme Winter Lotion in new packs with value additions this winter. In a bid to reach out to a wider target audience, the company is also planning to increase the number of beauty salons to 72 by the end of this year.

Coinciding with winter, Lakme plans to introduce its bodycare brand in the next few days, according to Mr Chopra. With the fashion statement ‘Fireworks’ Lakme’s new winter collection designed by Tarun Tahiliani hit the Indian marketplace just last fortnight. At present, Lakme is in the process of rolling out the entire range of its skincare products in new packs across the country.

Explains Mr Chopra: “We have relaunched and repositioned our wintercare lotion in new packs this winter. It’s now called Lakme Wintercare Moisturizer as its formulation is upgraded. For our other products, we have changed the colour of the packs.”

Incidentally, Lakme has extended the contract of its lead model Yana Gupta for another three years. “Yana and Indrani Das Gupta will be our endorsers for another three years,” says Mr Chopra.

As for L‘Oreal India’s strategy, the company has recently rolled out a skincare brand called Wrinkle Decrease in the Indian marketplace.

In addition, L’Oreal Paris has just launched an advanced triple action technology for whitening called White Perfect Triple Whitening Repair Cream.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.