Premiumization and Natural Cosmetics Trends Shift the Market for Lakmé

MUMBAI — Lakmé, which has long led the Indian mass beauty category, has made a statement on the importance of the naturals cosmetics trend in India with the launch of its new argan-oil-infused lipsticks. “Skin care and makeup is becoming this lovely hybrid space now and [we] are seeing a huge trend of naturals entering makeup as well. We [feel] the time is right,” Purnima Lamba, head of innovation at Lakmé Lever Pvt. Ltd., told WWD. “It almost seems like fashion designers are catching on that conversation and saying that they owe a debt toward sustainability. So we are doing that in the beauty business as well with argan oil getting into lipsticks.” The range reflects the current Indian trend of brighter colors, with a range of bright scarlet reds, berry shades, oranges as well as the more traditional deep browns. The gold packaging, a first for Lakmé, ties in to its beauty statement for the year — liquid gold. The lipsticks are priced at 750 rupees, or $11.25, each. Long known for its sustainable pricing, as well as its ability to keep its finger on the pulse of Indian taste, the Lakmé brand has maintained its market lead in  India. Lakmé is part of the large

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