The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address.

However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients", who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. The marketing mix (price, product, distribution, promotion) forms the entire promotional campaign. As stated in Management of a Sales Force by Rosann L. Spiro, Gregory A. Rich, William J. Stanton, when these are effectively blended, they form a marketing program that provides want-satisfying goods and services for the companys market." The term became popular in the article written by Niel Borden called, The Concept of the Marketing Mix, as explained on the site netmba.com. He started teaching the term to many after he himself learned about it with an associate of his. The marketing mix is a broad concept which includes several aspects of marketing which all inquire to obtain a similar goal of creating awareness and customer loyalty. The marketing mix is not only an important concept, but a guideline to reference back to when implementing the price, promotion, product, and distribution. Those are the four main ingredients of the marketing mix, but there are other components not already mentioned on the Wikipedia site, including, planning, branding, packaging, display, distribution channels, personal selling, advertising, servicing, and physical handling. All in all the current description of the marketing mix is accurate, but missing some vital pieces of information which will allow individuals to gain a better understanding and implement a more effective marketing mix.[1] A prominent marketer, E. Jerome McCarthy, proposed a Four P classification in 1960, which has seen wide use.

[edit]Four 'P's Elements of the marketing mix are often referred to as the "Four 'P's", a phrase used since the 1960's Product - It is a tangible good or an intangible service that is mass produced or manufactured on a

large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposablerazor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors.

Price The price is the amount a customer pays for the product. The business may increase or

decrease the price of product if other stores have the same product. Place Place represents the location where a product can be purchased. It is often referred to as

the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketeer may use in the marketplace.

Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above). Any organization, before introducing its products or services into the market; conducts a market survey. The sequence of all 'P's as above is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline Lakm is an Indian brand of cosmetics, owned by Unilever. Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco), part of the Tata Group; it was named after the French opera Lakm, which itself is the French form of Lakshmi, the goddess of wealth, also renowned for her beauty. Indian cosmet Lakme was started in 1952, famously because the then Prime Minister, Jawaharlal Nehru, was concerned that Indian women were spending precious foreign exchange on beauty products, and personally requested JRD Tata to manufacture them in India. Simone Tata joined the company as director, and went on to become its chairman. In 1996 Tata sold off their stakes in Lakm Lever to HLL, for Rs 200 Crore[1](45 million US$), and went on to createTrent and Westside. Even today, when most multinational beauty products are available in India, Lakme still occupies a special place in the hearts of Indian women.[citation needed]

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. CHALLENGES FACED BY OUR TEAM
The challenges are The product chosen by our team is Elle 18 nail enamel. Elle 18 is a product launched by Lakme at 1998.

We have to analyze the product on following things like industry analysis, competitionanalysis, company analysis, PEST analysis, SWOT analysis of the company, segmentationfor the product and market mix for Elle 18 (4 Ps). To create marketing plan for next one year. Complex to access the secondary data for the product. Complicate to access exact information Difficult to understand the data Pg-2 The main objective of this report is to get the knowledge of Product Lakme Elle 18 nail enamel, to understand consumer loyalty and what is happening in the market to maintain their position in the market. In this report we will find consumer preference, for the company of our team choice isLakme Elle 18 nail enamel product from Hindustan Unilever. We will do the situation analysiswhich includes industry analysis, company analysis and competitor analysis. In industry analysis ourteam came to know that cosmetic market is growing at 13% per annum.() Lakme nail enamel segment have share of 25.4% and leader in nail enamel segment. Companysmajor competitors are Modi Revlon, LOreal and Maybelline. Revlon is in second position. Then wewill do SWOT analysis. After SWOT analysis we proceed to segmentation and positioning of theproduct, company targeted younger age people to sell their products. After segmentation andpositioning climate conditions for the product Elle 18 nail enamel and how it affects sales of theproduct.Further we will do market mix for the Elle 18 nail enamel, market mix analysis will help toknow the market penetration of the product. After doing all this analysis we will create marketingplan for net one year for Elle 18 nail enamel. SITUATION ANALYSIS INDUSTRY ANALYSIS Our country India, with a people of more than billion, is a country of dissimilarity. Our countrysurban or metropolitan populace is the major source for demand of several beauty products. The morecosmetic utilization by Indian women brought more competitors to Indian beauty sector. Marketing and management analysis

Elle 18 nail enamel Despite market crash, India remains one of the rapidly developing cosmetic markets around theworld, growing rate at 13% per year and worth at $6.3 billion.As the middle-class customer base,the market is touching closely four times sooner than the $52 billion worth of established cosmeticmarkets and two times as fast as the $270 billion worldwide market, according to new report bymarketing research organization Kline & Co. Presently, the market is bringing in cosmetics inaddition to toiletries and transitional raw resources value of $120 million. The beautification marketcurrently having $60 million of the total market, at the same time as skin care market having around$180 million.. () The Indian beautification sector has witnessed fast development in the recent two years, increasing ata Compound Annual Growth Rate(CAGR) of about 7.5% between 2006 to 2008,with recoveringbuying ability and growing fashion realization, the market is expected to continue the growth drive(with addition of subsidiary slowdown due to financial slowdown) during our prediction era (2009-2012). It is planned to develop at a CAGR of about 7% during the estimated era, says "Indian Cosmetic Sector Analysis (2009-2012)", a new research details by RNCOS, In future Indian cosmetic market segments are expected to record CAGR of just about 13% and 20% correspondingly till 2012. () According to growth rate, the market provides wide opportunities to local and global players. Evenwith two times growth rate, the market penetration of beautification products and toiletries productsin our country is low. This low market penetration for beautification and personal care commoditiesin India gives an opportunity for additional important growth down the road in India of 1.2 billionpopulations. () COMPANY ANALYSIS Lakme was launched at the year of 1952. Lakme is Indian market leader for cosmetic and skin careproducts (lakme).Lakme conquered the Rs 1300 crores makeup market in 2005, with approximately50% of market share, behind Revlon Company. Lakme is leader in nail, lip, face and eye makeupcommodities. Elle18, companys mass brand intended at young people was introduced in the mid-1990s. Lakme covers products for the lips, nails, eye, face, skin and services like beauty salons. Elle18 accounted for about 30% of HUL's color cosmetics sales. The joint distribution strength of Marketing and management analysis Elle 18 nail enamel

Lakme and 'Elle18' product spanned 65,000 outlets. Lakme market share has remained more or lessstatic at 28% between the period April 2003 and April 2005, though the products share improvedmarginally in February 05 when it scaled to a high of about 30%. However, Lakmes share slipped,in April 05 at 28.7%. While the brand has recorded a growth of about 12.6% during the last 25months under review. Due to uninspiring performance in the lipsticks segment, Lakme market share slipped in the nail enamel segment by 2% in the month of April 2005.() However, lakme has retained its market leadership position in the nail enamel segment with a marketshare of 25.4% registering a growth of 2.1% between April 2003 and April 2005, while Revlonstands second with a share of 13%, growing at 42.1% during the last two years.() The goal of company is they want their product among consumer they are focusing on the brand toimprove and stream line insight to evolving needs and taste of consumer. Company wants to meeteveryday needs for personal care to help people, to feel good, look good and get maximum out oflife. () COMPETITOR ANALYSIS Competitors of lakme like Revlon and Maybelline are competing at the upper-mass (premium) endcosmetics spectrum. Ranging of competitors from many multinational companies such as RevlonModi slugging out to chamber, Maybelline & Avon with the foremost part of the international brandsector as well as LOreal. Revlon holds the 80% of market share in the Premium range. But, Lakme has a wide range of products and prices overall the market Leader in the color cosmetic.Estimated color cosmetics at Rs.340 crores currently. Lakme leads with sales of Rs 100 crores inmarket and Revlon sales of Rs 60 Crores of that. At first Companies like Revlon, Maybelline,Yardley, Garnier and LOreal entered in the Market and they have cashed on their internationalbrand.(News, 05) Lakme and LOreal India companies are losing their position on the Rs 300 crores urban Indian colorcosmetics market (lipsticks and nail enamel) to the market leader Modi Revlon. According to surveydata for urban markets, LOreal company value market share in the Rs 200 crores market segmenthas declined gradually to 5.9% in April 05 from 13% in April 03. LOreal markets its colorcosmetics under Maybelline and LOreal brands in India. Modi Revlon is the only company which recorded a gradual increase in market share from 28% to 35.15% between the period April 03 and April 05. The share of smaller local brands such as Blue Heavens, Lissome, and others were till a year ago eating into the market share of well known brands by their low costing has shrunk by 9.4%. The categorys total share has decreased to 30% in April

05 from 43% in April 03.The most affected company in the market is LOreal whose market share as fallen to 0.17% in April 05 from 1.4% in April 2003.(news ,05) STRENGTHS OF COMPETITORS Revlon have connected with glamour, style and elegance. Revlon have the wonderful models like Cindy Crawford and Claudia Schiffer. Revlon in India has successfully influence its international equity in promoting the brand. Revlon have 15000 counters across India. WEAKNESS Position of Revlon in India is in dissimilarity to the more mass market available point,because their products are available only at top distribution point and not available at everykirana and general merchandise store. SWOT ANALYSIS OF ELLE 18 NAIL ENAMEL STRENGTHS Good brand portfolio Elle 18 has leading sharing position, which is strong and well differentiated brand. The portfolioincludes both global and local specific relevance, well designed according to the needs of differentenvironment. (News, 05) Good base of the enterprise As we know that lakme is a brand of Hindustan unilever and it has good financial position. High innovation style Elle 18 has new innovation style in its product. () Distribution channel

Lakme have integrated supply chain and manufacturing units are well spread out. They have widereached high quality and ability to influence scale for their distribution structure. Specifically inIndian market their brand image got build because the products are for everybody and reachable toeverybody. (Singh,1999)

Good promotional activities Lakme conducting fashion events and their advertisement strategy is good, so it will bring awareness. () Good quality of product Lakme Elle18 known as international brand and company offers good quality to their customers. Delightful packaging Consumer enjoys the mini bottle nail enamel as they can use frequently and consumed through fewusage, so they will buy the product very often which leads to choose from vast color range.According to quality and quantity it is value for money product WEAKNESS Targeted only middle class and low class people Company targeted only middle class and lower class people to sell their products and segmented only in metro politic cities and towns. OPPORTUNITIES Modern trade More upscale beauty care products are emerging in modern trade effectively, consumer want quality, performance and new level of innovation. Increasing number of working women Now a day there is gradual increase in working women so there is a big opportunity to increase their sales and women plays vital role in society. THREATS Local competitors selling products at cheaper rate In the market local players are giving cheaper products to the consumers, so consumer will prefer to cheaper products. Because of globalization increasing number of competitor

Due to globalization competitors are entering to our cosmetic market so definitely it will be the major threat. Modi Revlon launches street wear product to target to compete with Lakme elle 18. () SEGMENTATION FOR ELLE 18 NAIL ENAMEL Beautification needs are not only women in their adult age but teenagers girl too have it. The brandas known who will take care of you and your beauty needs, which can be evident from its catchphrases on top of the world and another is source of radiant beauty POSITIONING STATEMENT HUL Lakme approached with Elle18 in early 1998. It promoted as "Young girl who breaks the rulesand loves to have fun". This positioning statement demonstrated young girls who anticipated theimage of trying to be unusual and "cool". SEGMENTATION Geographic Area: Metropolitan cities and town Company has targeted metropolitan cities and town because of population, consumer knowledge about the product is considerable and towns are upcoming business places. Behavioral Occasions: Going out regularly (schools, college and parties) User status: Regular usage Attitude towards the product: necessary part of everyday accessories. Benefits: develops beauty, exceptional colors, good quality ingredients, atmosphere friendly packaging. Demographics Marketing and management analysis Elle 18 nail enamel Age: 15 to 24 They targeted age 15 to 24, because name itself is Elle 18 and product launched to cover

teenagers. () Education:Students or graduates. Students and graduates have more knowledge about the product. Sex: female. Product was launched only for female. Occupation: students and working women Company has targeted students and working women, because basically Elle 18 was to cover students and working women. () Life cycle: young, single and married. When it comes to Life Cycle Stage Company targeted to young, single and married, because they have more influence to buy the products. Social class: Middle and lower class people People have enough money to afford the product. PEST ANALYSIS P fo r political factors E for economic factors S for socioculture factors T for Technological factors Pest analysis is to summaries the legal and external environment for the business. It should be donein consideration of influence and responses to the business. These are the pest analysis of Elle 18 nailenamel. POLITICAL FACTORS Indian cosmetic industries is least affected when compare to other developed economy and Indiancosmetic industry developed by 7.5%, which attributed to our policy frame work with respect tocapital and liquidity. Elle18 have built strong links with trade based on mutuality in support ofIndian government. () ECONOMICAL

Indian economy registered a growth of more than 9 % for last three years and it maintained robustgrowth rate as compare to other countries which are developed and developing, so Indian cosmeticindustry is directly related growth of economy, which is highly support cosmetic industry. SOCIAL Lakme have loyalty factor as compared to counter part in other countries. They are strong inorganizing social and promotion events like lakme fashion week and other fashion shows, whichbuild huge reputation among the people. () TECHNOLOGY Technology advancement changes the face of traditional Indian cosmetic market. It is giving fasterand secured service, strong consumer understanding and technology of company has been deliveredworld class product. Company also introducing new innovating technology due to advancement intechnology, Hence technologies continue to evolve and it will meet consumer expectations andhabitats. MARKET MIX PRODUCT PRODUCT CATEGORY Core benefit: Core benefit of lakme Elle 18 nail enamel is easy to apply on nail, to look good and it should be highly shined Basic product: Easy to remove from nails and it should give good look to nails. Expected product: Nail enamel should dry within particular time of period. Augmented product: By introducing some kind of fragrance in nail enamel and making nail enamel very quickly dry, when compared with competitors product, definitely it will exceed customer expectations. Potential product: Introducing something in Elle 18 nail enamel like, which changing color according to environment changes and to protect nails and high shine finish at all time. PRODUCT CLASSIFICATIONS According to durability and tangibility products, Elle 18 nail enamel can be classify into nondurable goods, because women will purchase nail enamel frequently and consumed through few uses. When we classify according to consumer good classification, Elle 18 nail enamel comes underconvenience goods, because people buy nail enamel with minimum effort. And we can say Elle 18nail enamel is staple goods, because consumer buys nail enamel in regular basis. PRODUCT DIFFERENTIATIONS OF ELLE 18 NAIL ENAMEL Form: by offering the Elle 18 nail enamel in various size and shape to attract customers and giving

more choices for customer. Give products in more color and various shining. Features: we can differentiate the product through features of the product by giving more features to customers like fragrance, rapid drying and shining at all time. Performance and quality: by lasts up to two to three weeks and enamel bonds with nails naturally. PRODUCT LINE LENGTH Upper market stretch: Elle 18 targeted middle class and lower class consumers to sell the products. Company can come up with some others nail enamel products to cover upper class of market MARKET COVERAGE M2 M1 M3

M1- upper class market M2-middle class M3-lower end markets PRICE SETTING THE PRICE Selecting the price: Companys pricing strategy is to survive in the market; company includes fixed costs and variable costs while setting the price. Promotional pricing: Elle 18 nail Enamel Company can give price at special event pricing, because Elle 18 nail enamel targeted students to sell their products, so they can give at discounted price during the month June to August. Responding to competitors pricing: Elle 18 nail enamels major competitor is Revlon (), if the competitor (Revlon) changes the price means, company have to analyze the market situation andwhy competitor changed the price and then change the price according to competitors price to sellthe products. Differentiated price: Elle 18 nail Enamel Company can offer time pricing and image pricing. They can set the price according to quality and quantity of the product PROMOTION ADVERTISING AND SALES PROMOTION Advertising Lakme uses various medium to sell the products.(). Mediums are television, magazines, events andinternet. Lakme organizes fashion event in that event, company advertise their products. () Intelevision media,

lakme advertise as commercial for lakme in that, company advertises theirproducts. Lakme also releases magazines there also they are promoting their products. Lakme organizes an event called Lakme fashion week in those event film stars and models areparticipating, from that company is easily advertise their products. Internet as medium Company has its own website to advertise their products. Website: http://www.lakmeindia.com Sales promotion Lakme Elle 18 offers sales promotion to increase the sales for particular time of period. Companyoffers rebates and discounts on specific products which products are in low sales. Brand ambassadors Lakme have bollywood Actress as a brand ambassadors like Katrina Kaif and Raima Sen. (Brandambassador, 2005)(Brand ambassadors) PLACE There is a significant change in market distributional channel of cosmetic products. Distribution places are Hyper markets Super markets Departmental stores These stores are opening their shops in smaller towns and cities and these shops offering extensive range of products and frequent promotional offers. () Other distribution places are Marketing and management analysis Elle 18 nail enamel Drug stores Food stores Cosmetic discounters Ware house clubs. Beauty salons Lakme distribution merged with HUL. HUL having 3000 distributors around the country and lakmehave 1000 distributors. This is the strongest distribution channel among all Indian cosmeticcompanies. DISTRIBUTIONAL CHANNEL MARKETING PLAN FOR NEXT ONE YEAR Since, industry grows at 13% per annum, and there is considerable income growth of middle classpeople is an opportunity to develop the business. Hence beautification is fast growing segment in themarket, more number of women becoming awake of looking better through the use of beautification products. This low market penetration for beautification and personal care commodities in India offers a chance for more considerable increase, in this country of 1.2 billion people. ()

Company targeted only younger age people to sell their products, and targeted only middle class andlower class people. Elle 18 can introduce new products to cover upper end of the market. Companyalready built a brand image among middle class. So it will help them to capture the upper classmarket very soon. Since the customers are able to pay for better products which makes them happyand looks better. So Elle 18 can concentrate to initiate product lines on premium range. Elle 18competitor Revlon launched street wear to compete with Elle 18, so company can consider to moredepth in product range and to influence new innovation technology. Now company targeting only 15 to 24 age people and they can spread their segmentation level fromage 10 to 24. They can advertise to cover school students. Company should be very sensitivity aboutprice of the product; they should not increase the price of the product because low price is the majorstrength for Elle 18 nail enamel. Elle 18 have good distribution channel in metro politic cities andtowns, beautification products has less penetration in rural area so Lakme can improve theirdistribution channel in rural market. ()(Singh, 1999) Company can offer combo set of products to the consumers and if they give nail enamel removeralong with the product it will help them to increase the sales. Company has to advertise to createmore awareness about the product. CONCLUSION Elle 18 the product of lakme is cosmetic range in the Indian market designed to enhance the beautyof the young and teenage consumers. As such it is created clear position in the market, this showsthat Elle 18 clearly understand its consumer and has delivered differentiated product range to meetconsumer needs and wants. To introduce the new range to market, the Elle 18 business put well planmarketing mix, with scope of changing according to consumer behavior and market scenario. Themarketing mix is the balanced combination 4 Ps. Elle 18 has lot scope to change and transform theirproduct to better result, to face the challenge and reverse this trend, which they have substantiallytheir brand, volume growth by being the known and reliable brand among the consumer. Elle 18 isthe young product to the right people in the right way. As a team we created marketing plan for next one year, these are the possible way to grow the business in Indian market and to build brand name among the consumer To strongly position the brand on the youth platform With a pricing that is almost one-third that of Lakme, Elle 18, of late, has also unleashed a campaign based on its products.Lakme Lever is planning to revive its youth-oriented brand, Elle 18. Having put the brand on `maintenance' mode, this division of HLL was focusing on Lakme.Launched in 1998, Elle 18 targeted the first-time cosmetic user and currently sports two product lines comprising lipsticks and nail enamel.

"In the first three years, Elle 18 registered sharp growth rates and the purpose was to create a new segment of consumers," said Mr Chopra.At that point of time, Elle 18's main competitor in the youth-based cosmetics market was Tips & Toes, a brand that is almost non-existent today. Pricing With a pricing that is almost one-third that of Lakme, Elle 18, of late, has also unleashed a campaign based on its products."There was a change in our strategy in the past. While Lakme has been high on innovation, Elle 18 has been on maintenance mode. The brand has been growing at a lower rate than Lakme. But now we are now relooking at Elle 18 as there is still no brand that is so sharply positioned on the youth platform," said Mr Chopra.There was a conscious price differential between the brands to attract the first generation users of cosmetics. So, while a Lakme Lipstick would have an MRP of Rs 165, an Elle 18 Lipstick was pegged at Rs 55.Meanwhile, Lakme Lever continues to innovate for its existing range of skincare and colour cosmetics under the Lakme brand.It recently relaunched its skincare range under the name of Lakme Fundamentals."While there is no new product, we will be upgrading the existing skin care range with new formulation and packaging," Mr Chopra said.In colour cosmetics it has roped in designer Sabyasachi Mukerjee to unleash the `Free Spirit' range as part of its winter collection."The overall beauty market has been growing between 15-20 per cent but we have been growing higher than the market."However, it is the salon business that has been registering the highest growth rates for Lakme Lever. "With a small base, our salon business has been growing the fastest," Mr Chopra said.There are plans to have 100 Lakme salons by the end of the year from the existing 92 salons across the country.Besides, Lakme Lever intends consolidating its hair care portfolio launched last year under the Lakme Hair Next brand. "We do not want to add to existing hair care products in the market. The brand has been launched in the hair styling category and we want to create awareness and educate our consumers without confusing them with more products," said Mr Chopra. Everything a girl wants Lakm has a wide range of products in color cosmetics that bring visible results. To add to this vast repertoire is a range of specialized skin care products for the discerning women. Keeping skin looking healthy and glowing is also a part of looking great. Lakm provide the complete package with the skin care range and the wide range of colors to spice up the look. Lakme products Colours From the spicy shades to the flattering look, Lakme offers a range of products in the face, lips, eyes and nail segment for the beauty aficionados. Face Lakm Daily Wear Souffl ,Lakm Perfecting liquid Foundation - Lakm Radiance Compact , Lakm Flawless Matte Complexion Compact

Lips Lakm Enrich Lipcolor - . Perfecting Definition Lip Pencil - Starshine Lipgloss - Glosses in lustrous shades available in 14 shades. Eyes From dramatic to natural look- a wide range of products are on offer to create the perfect eyes. 1. 2. 3. Nails True Wear Nail Enamel -Nail Enamel with Lacquer-like finish. Contains resins and silicone with colour lock technology that gives brilliant long lasting shine Skin For radiant skin Lakm is there to pamper your skin with specialized products for the diva in you. Cleansing Strawberry Silk Splash Face Wash , Lakm Fundamental Deep Pore Cleansing Milk Moisturizing 1. Lakm Fundamental Peach Milk Moisturiser skin. 2. Lakm Fundamental Winter Care Lotion Sun Protection The range comprises of lotions to keep your skin healthy and younger looking. Lakme Lever had revived its youth-oriented brand, Elle 18. Having put the brand on `maintenance' mode, this division of HLL was focusing on Lakme. Launched in 1998, Elle 18 targeted the first-time cosmetic user and currently sports two product lines comprising lipsticks and nail enamel. "In the first three years, Elle 18 registered sharp growth rates and the purpose was to create a new segment of consumers," said Mr Chopra. At that point of time, Elle 18's main competitor in the youth-based cosmetics market was Tips & Toes, a brand that is almost non-existent today. Lakm Kajal: Lame Insta Eyeliner eyelids Lakme Lakm Shimmer Eye Cube: