Lakmé: Lakmé Makeup Pro

 

Client: Lakmé
Brand: Lakmé Makeup Pro
Category: Health & Beauty
Agency: PHD India
Country: India
Year: 2015

 

Campaign Summary

Indian cosmetics company Lakmé, even with its extensive range and retail presence, was facing the challenge of competing for share of voice. Holding the customer’s attention in a multi-brand retail or e-tail space was becoming an increasingly difficult task for the brand. Therefore, Lakmé created the Lakmé Makeup Pro app to host one-on-one experiences with its consumers that would let them try different looks using augmented reality, attaining their undivided attention.Users were not only able to sample complete looks and mix and match shades and products, but the app also gave users a seamless shopping experience, by letting them buy from within the app.

 

Objective and Context

Lakmé faced tough fights generating share of voice against its competitors. It was becoming an increasingly difficult task to hold customer attention in multi-brand retail or e-tail spaces. The idea behind this campaign was to attain customer attention and gain leadership in share of voice.

The Makeup Pro app was specifically designed to target urban and semi-urban women between the ages of 16 and 34. That said, the Makeup Pro app was really targeted towards all makeup lovers. Lakmé intended to talk to them when makeup was at the top of their mind.

 

Creative Strategy

The app was launched at Lakmé Fashion Week, India’s premier fashion event, with the biggest stars, designers, models, hairstylists and makeup artists in attendance. Every person at Lakmé Fashion Week had a great influence on the target audience and having their advocacy for the app would mean success for Lakmé.

The app interface allows real-time projection of different makeup looks on the user’s face through augmented reality. Users were not only able to sample complete looks, and mix and match shades and products, but the app also gave users a seamless shopping experience.

The brand message was simple and clear: “Try it before you buy it, on the go!” -- a promise that the app delivered. This was the communication that the brand took to Lakmé Fashion Week for the app launch.

Lakmé Makeup Pro was launched in March 2015 using two promotional channels – Twitter and word-of-mouth.

Real-time social listening was used to pick up conversations of people talking about makeup, and a link to the app was then shared with these socially active fashion enthusiasts, leading to a lot of organic downloads.

The mobile app was taken to the audience at Lakmé Fashion Week and outside on its native device, the mobile phone. Trials, look enhancers and backstage previews were created at the event. Content from the event was pushed out in the form of ads urging the audience to download the app and try it out for themselves, just like their favorite celebrities were doing.

Even after the launch event, the app was promoted with the support of its partners; Google, Twitter and Facebook, which are the top access platforms for Lakmé’s target audience online.

 

Results  

Lakmé found the perfect opportunity to grow the Indian market, with the solution to an existing need gap. Here are the campaign's results: 

  • Since the Indian market place had no real-time makeup app, Makeup Pro gave Lakmé a first-mover advantage over its competitors.
  • Because makeup is in the brand’s DNA, a seamless mobile app was the most relevant space for the brand to grow. In just the first week, it became the #2 lifestyle app on the Google Play Store.
  • Currently the app has 650,000 downloads and has been logged into over four million times. The average sessions per user is 6.1 and the median time spent on the app is three times higher than the industry average for lifestyle apps.
     

 


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