The BarberShop with Shantanu Behind the Scenes of Building India's BIGGEST BRANDS: Lakmé, Durex, Veet & More!: Sukhleen Aneja
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Sep 3, 2024 Sukhleen Aneja, an industry leader previously at Good Glamm Brands and HUL, shares insights from her diverse career in brand building. She discusses the evolution of branding strategies and the importance of consumer trust in the ever-changing market. Sukhleen emphasizes the societal impact of brands like Lakmé and Durex, especially in addressing sexual wellness. She also touches on the journey of balancing career ambitions with personal life, advocating for learning through mistakes and the value of teamwork in leadership.
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Lakmé Brand Revitalization
- Sukhleen Aneja discusses revitalizing the Lakmé brand by premiumizing with the 'Absolute' range while refreshing the core product line.
- This involved overcoming the perception of Lakmé as a dated brand and appealing to a younger consumer.
Makeup and Cultural Perceptions
- A consumer study revealed varying perceptions of women wearing red lipstick in different work environments, highlighting cultural barriers to makeup use.
- This led to the insight of creating "makeup that doesn't look made up" to address Indian women's desire to stand out subtly.
Harpic's Rural Success
- Harpic's success in rural India stemmed from featuring a daughter-in-law as the voice of progress, promoting toilet cleanliness.
- This campaign leveraged the concept of positive reinforcement and addressed the need for improved sanitation habits.