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Beauty AI Battle: Lakmé vs. Maybelline in the Indian Market
Case 9 10 2025 002
Case published in the International Journal of Case Studies in Management, Vol. 23, No. 3
Languages : 
  • English
Keywords: 
  • artificial intellignece (AI),
  • digital marketing,
  • beauty industry,
  • global vs. local strategies
Year of production : 
2025
Registration date : 
2025-09-04
Teaching notes included : 
Yes
Abstract

Set in India, this case study examines how two leading beauty brands – Lakmé, a domestic brand acquired by Unilever, and Maybelline, owned by L’Oréal – leveraged AI technology in the fast-growing Indian beauty market. The case explores the strategic tension between globalization and localization, highlighting the pivotal role of AI in operationalizing these competing approaches. Maybelline targeted India’s young, trend-conscious demographic by integrating AI-powered tools such as virtual beauty studios, augmented reality filters, and AI avatars. In contrast, Lakmé focused on personalized beauty solutions designed for Indian skin tones and preferences. Lakmé adopted AI more slowly, using it primarily to enhance the customer experience with features like skin analysis and virtual makeup try-ons. As AI continues to influence consumer behaviour, Lakmé’s and Maybelline’s contrasting approaches highlight the importance of balancing innovation with local relevance. This raises the question of whether Lakmé should accelerate its AI adoption to remain competitive.

Primary domain : 
Marketing
Secondary domain : 
Not available
Sectors : 
  • Consumer goods
Source : 
HEC Montréal
Type : 
Traditional case (Decision-making case)
Type of data used in the production of the case : 
Factual data that is public and free of potentially litigious content
Event location : 
India
Year of start of the event : 
2022
Year the event ended : 
2025
Business size : 
Multinational
Teaching objectives
  • Identify the key features of AI technologies used in the beauty industry.
  • Explain how AI is transforming consumer behaviour globally and in specific markets, such as India.
  • Understand key frameworks: Digital marketing and AI-focused analysis: STP and the AIDA marketing funnel; Globalization versus localization analysis: the STP, the 4Ps/7Ps, and the Adapt-Stand frameworks.
  • Apply selected frameworks (STP, 4Ps/7Ps, marketing funnel, and Adapt-Stand) to analyze and compare Lakmé’s and Maybelline’s respective strategic approaches to the Indian market.
  • Critically assess the impact of Lakmé’s slower adoption of AI on its competitiveness.
  • Recommend appropriate degrees of marketing standardization and adaptation for Maybelline and Lakmé, based on their respective target segments.