Lakme SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 23078

SWOT Analysis of Lakme with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Personal Care – Cosmetics



Tagline/ Slogan

Beauty Sutra; Inspired haircare


Lakme brings expert products and services that are borne out of true understanding of the needs of the Indian woman



Personal Care Items – Cosmetics, Skin Care & hair styling products. Brand extension to beauty services through Lakme Beauty Salons

Target Group

All Indian Women


A brand that takes care ofyou and your beauty needs

SWOT Analysis


1. Lakme was the first major beauty brand in India with a legacy of over 50 years
2. Has a foot print of over 1200 assisted sales outlets, which is the largest span of outlets with “Beauty Advisors” in the country
3.  Vast range of products and services offered
4.Has a market share of around 20% in India
5. Lakme started its new business in the beauty industry by setting up Lakme Beauty Salons all over India (110 salons at present)
6. Lakmé brand boasts over 300 products, used in professional hair salons in over 70 countries around the world


1. People with sensitive skin avoid skincare products
2.High service costs involved
3. Reports regarding presence of Lead in lipsticks


1.Improving its bond with beauty and fashion is through the Lakme Fashion Week, which is now the largest fashion event of its kind in the country
2. Lakme Beauty Training Academy set up in Mumbai, Delhi, Chennai


1. International Brands coming into the domestic cosmetics market can be a threat to the market share held by Lakme over the years
2. Availability of cheap local brands and imitations



1. Revlon
2. Yardley
3. Garnier

4. L’oreal


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