Paper Details

This research addressed the gap in understanding Lakmé's marketing strategies regarding sustainability in the rapidly evolving global beauty industry, where consumer demand for eco-friendly and cruelty-free products was increasing. The study aimed to analyze Lakmé's current marketing and digital strategies, perform a SWOT analysis, and evaluate innovations focused on sustainability to maintain its market leadership within the competition. Utilizing a qualitative research design, secondary data was gathered from company reports, academic articles, and industry analyses to provide comprehensive insights into Lakmé's strategic positioning. The findings revealed that while Lakmé had successfully maintained its market dominance through a diverse product range, competitive pricing, and effective promotion, challenges remained in its limited focus on premium and organic offerings. Lakmé's sustainability initiatives, including eco-friendly product lines and packaging optimization, aligned with global trends, yet there was a need for greater transparency and scalability in these efforts. The implications suggested that to enhance its market position and appeal to environmentally conscious consumers, Lakmé should have expanded its premium product lines, invested in digital innovations, strengthened its sustainability, improved transparency in reporting, and developed eco-friendly product lines to enhance its position in the market.

Keywords: - Lakmé, sustainability, marketing strategies, eco-friendly, beauty industry, SWOT analysis.