Positioning strategies of L’Oréal and Lakme
L’Oréal and Lakme are two unique and strong representatives of the beauty industry. Both are successful, powerful, and influential in their field. These companies are mainly engaged in the production of beauty, cosmetics, and self-care products. L’Oréal and Lakme continuously go after improvements, come up with innovations and interesting creations for the consumers and the market. These companies have dedication and passion for what they do. Carefully chosen positioning and strategies made L’Oréal and Lakme as successful as they are now. So, let’s have a look at both these companies separately to find out how they chose the positioning strategies to use.
Beginning with L’Oréal, let’s first discuss the target audience of the company to identify its positioning tactics.
The best way to easily understand L’Oréal’s target audience is by watching and discussing the following commercial by the company.
The commercial is dynamic and engaging. It depicts the busy and diverse daily routine of different females. All of them are beautiful, energetic, and active. Despite their dynamic lives, it seems like they manage to always find time to take care of themselves and look put together.
Among all the women in the video, we can see popular artist Camila Cabello. She is young, hard-working, successful, and beautiful. All the women in the video including Cabello represent the target market of L’Oréal. All the discussed details identify that L’Oréal puts its focus on the Carpe Diem segment.
Target Market: Carpe Diem
Lifestyle and Values:
Carpe Diems are known as friendly, outgoing, and active people. They enjoy the dynamism and variety of life and love having fun with friends. Carpe Diems try to get maximum fulfillment from every moment and give huge importance to the present. These people are extremely spontaneous and adventurous. Their appearance has crucial importance for the Carpe Diems, and they do everything to look neat and nice.
They usually keep up with the present and emerging trends in the market. People belonging to the Carpe Diem segment like visiting up-scale places, and consequently love spending money. They strive to obtain independence in the financial aspect and in any other possible way. Thus, a good career has crucial importance for them.
Attitude to Shopping:
Carpe Diems enjoy shopping and always keeps up with the trends in fashion, beauty, music, etc. These people give significant importance to their appearance. They highly value the quality of the products they buy and use. Carpe Diems think that it is better to have a few high-quality products than many low-quality ones. The representatives of this segment are quite very loyal to brands, and they switch them rarely.
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Marketing Strategy of L’Oréal
Throughout its history, L’Oréal was always standing for beauty and self-care. From the very beginning, the company becomes known for its innovative products, and to this day it stays true to its initial values. The product range of L’Oréal is very extensive and diverse. The brand made sure to have something suitable for every person and make beauty and self-care more accessible.
L’Oréal uses a mix of traditional and unconventional marketing to promote the brand and its products. You can probably recall watching an ad by L’Oréal on TV. The bright and engaging commercials of this brand are quite popular and very often they feature renowned artists, models, etc. Also, you can meet L’Oréal ads in printed media, on billboards, etc.
Together with this, Loreal successfully uses its social media pages to promote the brand and to communicate with the customers. The brand uses social media pages to present its achievements, innovations, and keep connected with the customers.
Besides, L’Oréal presents new, interesting, and engaging campaigns all the time. They attract more attention to the brand and as a result, maintain its strength and popularity. Also, the brand is actively engaged in sponsorships and takes part in different initiatives. All these steps are used to promote the brand, strengthen brand image, and increase its value.
Problem Removal
The company strives to make cosmetics and self-care products available to everyone around the world. The main problem that L’Oréal wants to solve is providing safety, quality, and excellence in all its products. It wants to give consumers a means and opportunity to take care of themselves.
The brand is deeply passionate and driven to create and continuously improve a variety of products suitable for different people. They want not only to improve the existing products but also to invent new ones for consumers and the market. L’Oréal strives to become the best in the market with the quality and diversity of its products.
Social Approval
When it comes to social approval, L’Oréal uses various strategies. Like many companies nowadays, L’Oréal has also adopted sustainable management and presents itself as a responsible brand. The brand thinks that its excellence should be visible not only in its products but also to the impact that it has on the environment and the society.
L’Oréal continuously works to improve its ecological and social impact. The brand does all the mentioned steps not only related to their products but also takes part in different initiatives to help our planet and create a better future for all.
Message Strategy
Let’s go through and discuss the following Instagram post by L’Oréal to understand its message strategy.
The post picture depicts a quite typical scene promoting a cosmetics product. The description presents all the benefits that the product has. The woman applies lipstick in the street, which shows that she finds time to take care of herself anytime and everywhere.
All the discussed details indicate that L’Oréal has adopted the Caregiver brand archetype. This archetype stands for care, protection, and helping others. The motto of Caregivers is “Love your neighbor as yourself!” and the main idea of this archetype is carefulness.
Now let’s continue with the positioning tactics of Lakme and identify the target audience of the company.
To understand the target market that Lakme chose to focus on, let’s discuss the following commercial by the company.
The commercial is fast developing and dynamic. We can see many details and constantly changing and evolving scenes. The video features famous actress Megan Fox, who is beautiful, attractive, and successful. She is a quite strong and influential figure, who always finds time to take care of herself. Megan Fox is a collective figure representing the target market of L’Oréal. All the discussed details indicate that L’Oréal focuses on the Chardonnay target segment.
Target Market: Chardonnay
Lifestyle and Values:
People belonging to the Chardonnay target segment are active, energetic, and positive. They have an optimistic outlook toward life. Chardonnays are very spontaneous, friendly, and open in life. They like sharing their feelings and emotions with their close ones. When it comes to their appearance, these people are very picky as they want to be attractive to others.
Chardonnays are easily attracted to engaging, interesting, and new things. They keep up with time but still understand the importance of their heritage and values. These people are mainly young professionals or students living in dynamic and big cities. They love the activity and diversity of this type of place. They love shopping and give big importance to a good career, success, and financial stability.
Attitude to Shopping:
The way Chardonnays look is important for them. Shopping is a perfect way to take care of their appearance and can be considered a lifestyle for this segment. Doing shopping is one of the favorite activities for Chardonnays. They are trendy and know everything about the novelties in the market. These people value the quality of the products. Chardonnays prefer to buy less but be sure the quality of the product is good.
Marketing Strategy of Lakme.
Women are the focus of Lakme. From the very beginning, the brand was working and creating products for women. Lakme has a strong position in the market as it managed to come up with a wide and inclusive variety of products. The brand strives to create products for everyone as it wants every woman to be able to find something suitable for herself in the extensive product line of the company.
Lakme promotes its products using both traditional and unconventional marketing. The brand promotes its products through television, newspapers, and magazines. Lakme actively uses celebrity endorsements and collaborations.
You can very often meet popular and influential artists in the ads of the brand. Together with this Lakme actively uses the digital platform as well. They actively manage their social media pages and keeps in touch with the customer. The brand uses its social media pages to communicate with customers and update them about new products, offers, projects, etc.
At the same time, Lakme maintains the popularity of the brand through the Lakme Fashion Week which is organized by the company every year. This event is remarkably popular and famous, which makes the brand more recognizable and demanded. Lakme beauty salons also become a marketing tool for the brand. The quality and professionalism in these salons add to the value of the brand and make it much stronger.
Problem Removal
Lakme was always a consumer-driven brand. The focus of Lakme was always women. Among all women, Indian women have an incredibly special place for the company. The main problem that Lakme wants to solve is making women feel their true potential and power. The brand wants to increase the low self-esteem of women and inspire them to express their true selves, sensuality, and beauty.
The company gives opportunities to females with its diverse range of products to enhance their natural beauty and express themselves. The brand shows that every woman is unique, beautiful, and attractive on her own. Lakme wants to help women feel their strength and feel happy with who they are.
Social Approval
To get an acceptance from society, Lakme uses various types of strategies. Lakme puts its focus on sustainable management and considers it the most important one among its strategies. Lakme stands for conscious beauty and feels the responsibility to protect and take care of the environment. The brand does everything to provide the customers with products that have eco-friendly formulas, that go through a sustainable production process, and have green packaging. Lakme strives to make continuous improvements and protect the planet and society.
Message Strategy
Now, let’s analyze the following Instagram post by Lakme to understand their message strategy.
The photo of this post is from the famous Lakme fashion week that is organized by the brand every year. We can see an incredibly attractive, unique, and beautiful woman on the runway. Her dress and makeup have splashes of color and are bright.
The details of the photo and the post description indicate that Lakme has adopted the Lover brand archetype. This archetype stands for beauty, sensuality, sexuality, and appeal. The motto of Lover is “I only have eyes for you” and the main idea of this archetype is sensuality.
Summing up, we managed to analyze and identify the positioning tactics of two strong and popular names from the highly competitive beauty industry. Both L’Oréal and Lakme are experienced and successful, and each of them has its followers in the market. Check out the main page of our website for more posts like this.
