Public Relation of Lakme

                                

Public Relation is a way for companies, organizations or people to enhance their relationship with customers and build their reputation. It is usually done by Public Relation Professionals or PR firms.

Lakme got its name from a late 19th century French Opera Lakmé by Léo Delibes. It is the French word for Goddess Lakshmi. It has been in the business of sharing secrets of the mythical beauty of goddesses to Indian women. Lakme is an Indian brand of cosmetics owned by Unilever. It started as a 100% subsidiary of Tata Oil Mills which is a part of the Tata Group. Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all over India. Now HUL (Hindustan Unilever Limited) has about 110 salons all over India providing beauty services. Now its Brand Ambassador in India is Kareena Kapoor.

Lakme is a very well known brand in India. Now it has become popular worldwide. To boost their popularity and brand equity Lakme focuses strongly in Public Relation activities. For this reason they arrange different Public Events. It mostly organizes Customer/Lifestyle Public Events. Some of them are:

• Lakme Fashion Week
• Cosmoprof Worldwide
• Cosmoprof Asia
• Beautyworld Middle East
• Intercharm
  
  

Among all these Lakme Fashion Week is the most popular Public Event of Lakme. Lakme Fashion Week is a bi-annual fashion event that takes place in Mumbai. Its Summer Resort Show takes place in February while the Winter Festive Show takes place in August. It is considered as a premier fashion show in India. It is run by Fashion Design Council of India (FDCI) and the title sponsor is Lakme. The event first took place in 1999. International model such as Naomi Campbell as well as Indian film stars like Deepika Padukone, Malaika Aurora Khan and Arjun Rampal have participated in it.

Lakme Fashion Week has created a positioning in minds of customers to be premium, exclusive and worth having. Lakme Fashion Week has not only spread the brand awareness globally, it also gives chance to growing designers to show their talent. It also boosts the fashion industry of India. Unveiling of beauty products by Lakme takes place in Lakme Fashion Week giving it more coverage and attention than normal launch. It creates brand recognition and recall factors nationally and internationally. Growth of this brand in terms of money and numbers has been more since introduction of Lakme Fashion Week.

Lakme has kept its consistency and positioning maintained in these many years through Lakme Fashion Week. Because Lakme is all about beauty care products and the event also is about fashion, beauty, clothes and makeup. They are helping the new talented designers by giving them a fabulous opportunity. New designers can fill up the application of “Emerging Designers” contest and start their career through this event.

Basically through the events Lakme is trying to strengthen the fashion industry of India. By doing this welfare programs and events they are gaining huge Brand Equity and popularity.

Bibliography

http://www.slideshare.net/dineshkhanna011/project-reportonlakme
http://www.lakme.com/category/events/
http://www.socialsamosa.com/2014/06/social-media-strategy-review-lakme/