Hindustan Lever Ltd (HLL) has initiated the process of phasing out its Orchid range of cosmetics from the Indian market.
The Orchid range was primarily developed for exports and launched in India in 1995, when the import duties began to be rationalised in the premium segment.
After phasing out the Orchid range, the company is planning to introduce a premium range of ‘Lakme Lip Pencils’ soon
According to the company sources, Lakme brand today is on par with any international brand as the brand has undergone a transformation with new packaging and superior benefits in terms of formula, over the years.
Imagewise also the basic Lakme range with its ‘Lakme India Fashion Week’ association and the launch of fashion colours has moved into the premium segment.
In the Indian colour cosmetics market, HLL is currently the market leader with a market share of 52 per cent. And its major rivals include multinational brands such as L’Oreal, Avon and Oriflame, among others.