Cosmetic Industry

“Nothing makes a women more beautiful than the belief she is beautiful”
About cosmetic Industry:
 The word “cosmetics” comes from the Greek word
kosmetikos meaning “skilled in adornment”.
 The evolution of cosmetics has truly changed through

the centuries.
 The first archaeological evidence of cosmetics usage is

found in Ancient Egypt around 4000 BC.

 Cosmetic use was frowned upon at some points in

history.
 By the middle of the 20th century, cosmetics were in

widespread use in nearly all societies around the world.

Benefits of cosmetics:
 someone who takes care of your beauty
needs
 A long lasting beautification product range
 It helps you to get a beautiful skin
 Someone who tells you right thing about

looking good.
 A cosmetic product that you can wear for the

entire day not on a special ocasssion

 It covers all facets of beauty care for women.
Everything a girl wants

 Lakme has wide range of products in color cosmetics

that bring visible results.
 To add to this vast is a range of specialized skin care

products for the discerning women.

 Keeping skin looking healthy and glowing is also a part

of looking great. Lakme provide the complete package

with the skin care range and the wide range of colors to
spice up the look.
Top Cosmetics Brands:

 Maybelline
 Avon
 L'Oreal Paris
 Revlon
 Lakme
 Cover girl
 Mac cosmetics
 Oriflame
Katrina Kaif The New Brand Ambassador of Lakme
Introduction :
 Half a century ago, as Lakme took her steps into
freedom, Lakme first beauty brand was at a nascent
stage.
 Lakme tapped into what would grow to be amongst the

leading, high consumer interest segments in the

industry that of skin care and cosmetics products.
 Lakme has grown to be the market leader in the

cosmetics industry.
 Lakme today has grown to have a wide variety of

products and services that cover all facets of beauty

care, and arm the consumer with products.
History:
 A brand over 5 decades talked of beauty
 Launched in 1952,
 it offered a range of cosmetics with nail
polishes & lipsticks from the early 80’s
 maintaining and accentuating a women’s
natural beauty
 It introduced a range of skincare products
from 1987.
 These ranges have been constantly
innovated to bring specialized beauty care.
 Lakme - setting trends and dominating the
fashion arena.
Competitors:
 Several multinational companies such as REVLON,
GARNIER, LOREAL entered in the market
 These companies initially cashed on their international

brand
 Revlon , Maybelline & Avon with the major part of the

rest international brand in the sector include L'Oreal

some of them engaged in the level if marketing model
for their products.
Joint venture:
 HINDUSTAN Lever Ltd (HLL), ICI India and Quest International
BV announced their intent to form a joint venture to carry on the
fragrances and flavors business of HLL's Quest Division.
 The joint venture is expected to become operational. It will buy
and own HLL's current operations, covering its activities and the
associated facilities for this business.
 The turnover of this business in 2000, was Rs 95 crore
including captive consumption.
 ICI India and Quest International will together hold 51 per
cent while the balance 49 per cent will be held by HLL.
Contd.
 HLL is extremely pleased with the formation of the
joint venture since it was HLL's clear intent to tie up
with a technology partner to secure longer term future
viability of this business, post global divestment of
Unilever's specialty chemicals business in 1997.
 The proposed tie-up with ICI India and Quest

International BV will provide cultural and operational

fit for the Quest Division of HLL which until 1997
operated as the Indian arm of Quest International's
business,'' the statement added.
Swot analysis
 Strength:
 High quality man power
 Brand name
 Vast range of products and services
 Distribution channel
 Unilever global technology capability
 Threats:
 Aggressive price competition from local and
multinational players
 Availability of cheap beauty products
 Reports regarding presence of Lead in lipstick
Swot analysis
 Weaknesses:
 High service costs
 Use of hard chemicals

 Opportunities:
 Brand growth through increased consumption depth
 Growth in business of beauty salons
 Lakme beauty training academy in Mumbai, Chennai
and new Delhi.
4 p’s
Products:
Price:
 Skin care: Rs. 1800-2000
 Bridal make up- RS.5100-9350
 Hair next indulgence- Rs 450 to Rs 700
 Spirit orchid hand facial- Rs 275-325
 Spirit orchid foot facial-Rs. 350-400
Places:
 Lakme Beauty salons were established thirty
years ago in
Mumbai
Delhi
Hyderabad &
Chennai
Now it’s in everywhere.
Promotions:
 Direct sales
 Direct mail/television/print
 Free standing stores
 Salons
 Departmental stores, specialty stores such as Shopper’s

Stoppers, drug stores, Westside, Bombay stores

cosmetic counters.
 Banners