In a national relaunch, Hindustan Lever Limited (HLL) is rolling out its skin care brand 'Lakme Maximum Moisturiser' with value additions. Strapped with the adline 'For irresistibly smooth skin', the new avatar of Lakme Maximum Moisturiser has been rolled out with a new perfume and packaging across the nation.
Coinciding with the festive season, the company plans to relaunch its other skin care brand 'Lakme Cleansing Milk' within a week. The new Lakme Maximum Moisturiser offers an improved formulation with a consumer-preferred perfume. The relaunched product has natural ingredients like peach milk now. And it's relaunched with a premium packaging too.
As part of its pricing strategy, the company has increased the price of the relaunched product by 11 per cent. Prior to the relaunch, Lakme Moisturiser was available at Rs 35 while it's now priced at Rs 39.
The relaunch is supported by an aggressive print as well as television advertising campaign created by Ambience D'arcy. Lakme model Jana Gupta features in both print and television campaigns. The ad strategy is to show the end-benefit of the product in company’s communications.
In a bid to offer better products to its clients, HLL has in fact initiated the relaunching process of its entire skin care range in April this year with the relaunch of Lakme Sun Screen Lotion with value additions.
In the niche market of moisturising lotions, which accounts for 1,500 tonnes, HLL has over 35 per cent marketshare.