Mumbai: Lakmé Lever formalised a strategic alliance with Aptech – a pioneer in vocational training to set up beauty academies to train aspiring beauty enthusiasts across India and equip them to start their careers in the beauty industry. Lakmé Academy, powered by Aptech, offers foundation and advanced level courses in skin, hair and make-up.
Lakmé has been setting trends and standards in India since its inception. From iconic runway looks to pioneering beauty products, Lakmé has continuously pushed boundaries and inspired generations of beauty enthusiasts. Aptech, on the other hand, has a sterling reputation for delivering high-quality training programs across various industries. Their approach to education, coupled with their global reach, makes them a trusted partner for professional development.
Indiantelevision.com caught up with Aptech Ltd CMO Pravir Arora, who shared insights regarding the collaboration with Aptech, incorporating the latest trends into its training curriculum to provide students with relevant and up-to-date skills and many more…
Edited excerpts
On the USP’s derived from the collaboration of Lakme & Aptech
Aptech Ltd. is a pioneer in the non-formal vocational training business in the country with a significant global presence. Boasting over 30 years of expertise in vocational skilling and non-formal academic training, Aptech has a global presence of 800+ centres. On the other hand, Lakmé Salon, bring the backstage expertise and experience of Lakmé Fashion Week (LFW) to modern Indian women through a team of over 4000+ highly trained professional stylists. It was coming together of best of both the brands/ combining leadership in the respective industry, to launch Lakmé Academy powered by Aptech, a class-apart premium Beauty Training Institute to offer both basic and advanced courses in hair, skin, makeup, nails and cosmetology. With an excellent, rigorous, and thorough curriculum for make-up, hair and skin courses, we bring the backstage expertise and experience of Lakmé Fashion Week to the curriculum, design and delivery. Over the past 8 years, Lakmé Academy powered by Aptech has expanded its presence rapidly, establishing itself in over 62 cities across India. The success of this partnership lies in the fusion of expertise, leading to a superior beauty education facility.
On incorporating the latest trends into its training curriculum to provide students with relevant and up-to-date skills
Our academy offers certified, industry-recognized certification courses that can pave the way for a secure and fulfilling future in the beauty and hair industry. Lakmé Academy powered by Aptech’s distinction lies in several key aspects:
A. International and Class-Apart Curriculum:
Lakmé Academy powered by Aptech prides itself on offering a curriculum that meets international standards. The educational content is designed to provide a class-apart learning experience, ensuring that students are equipped with skills and knowledge that are globally relevant and competitive.
B. Backstage Exposure at Fashion Weeks:
One unique feature of Lakmé Academy is the provision of backstage exposure at prestigious fashion weeks. This opportunity allows students to gain practical experience in real-world settings, enhancing their understanding of industry practices and trends.
C. Trainer Rigorous Training by Lakmé Lever:
The trainers at Lakmé Academy undergo rigorous training facilitated by Lakmé Lever. This ensures that the educators are well-versed in the latest techniques, trends, and standards set by one of the leading names in the beauty and cosmetics industry.
D. Course Structure Designed by National Creative Directors at Lakmé Lever:
The course structure at Lakmé Academy is developed by National Creative Directors at Lakmé Lever. This means that the curriculum is crafted by industry experts who hold influential positions within the beauty and fashion domain, ensuring a comprehensive and industry-relevant learning experience.
These distinctive features collectively set Lakmé Academy apart by emphasizing a commitment to international standards, real-world exposure, expert trainer development, and a curriculum designed by industry leaders. The unique elements mentioned above contribute to the specialized and high-quality education provided by Lakmé Academy powered by Aptech.
On the strategies employed by you to enhance brand visibility for Lakmé Academy Powered by Aptech
We have employed several strategies to enhance the brand visibility for Lakmé Academy Powered by Aptech.
A. Strategic Collaborations: Collaborating with beauty brands, celebrities, artists, media houses, and industry experts to establish credibility and increase brand exposure. By partnering with well-known figures and organizations in the beauty industry, Lakmé Academy Powered by Aptech has leverage their existing networks and audiences to reach a wider demographic.
B. Event Sponsorships and Participation: Sponsoring and participating in beauty events, fashion shows, workshops, and seminars has allowed Lakmé Academy to showcase its expertise and offerings to a targeted audience.
C. Content Marketing: Creating valuable and informative content related to beauty education, trends, tips, and tutorials has attracted and helped to engage with our target audience. The content is distributed through various channels such as social media, blogs, videos, and newsletters to increase brand visibility and establish Lakmé Academy as a thought leader in the field.
D. Student Ambassador Programs: Engaging current students as brand ambassadors has been an effective way to promote the brand. Happy and satisfied students have been advocating for the quality of education and experience they receive at Lakmé Academy, thereby attracting potential students through word-of-mouth and social proof.
E. Online Presence: Maintaining an active presence on social media platforms and relevant online forums allows Lakmé Academy to interact with its audience, share updates, and showcase student achievements and success stories. Engaging with followers through comments, likes, and shares helps to foster a sense of community and loyalty around the brand.
F. Customer Experience: Focusing on providing an exceptional customer experience to students ensures satisfaction and loyalty, turning them into brand evangelists. Positive word-of-mouth recommendations from satisfied students has significantly enhanced brand visibility and reputation.
G. Student Competitions: Driven to build life skills, known as the 6edge Advantage: Creativity, Resilience, Teamwork, Working under deadline, Presentation Skills and Industry Interface, the brand organises a lot of student competitions to make its students employable & successful.
On the marketing campaigns that have contributed to increased awareness in the beauty and lifestyle education space
We have done numerous marketing campaigns in the past years to increase brand awareness. Some of our notable campaigns are not only industry’s first but also India’s first of its kind campaigns. For example in 2019, we launched Winged – India’s first hair & make-up reality web series in association with MTV India offering an exclusive platform to the hair and makeup aspirants across the country, to showcase their talent and win the title as India’s first Hair & Make-up superstar.
We also launched, ‘Welcome Zindagi’ – unraveling inspirational stories from our alumni/ student community about winning in life, illustrating their journeys to success and financial independence and sharing their tale through ‘Welcome Zindagi’ video series.
Last year, Lakmé Academy Powered by Aptech presented “The Showcase”, a first of its kind runway competition for its students where the finalists not only co-curated the looks with Designer Samant Chauhan, but the student winners also got an opportunity to work on a project with acclaimed filmmaker - Farah Khan. This was huge for our student community, getting a debut in Bollywood as a hair & make-up artist. All our campaigns have aimed at demonstrating superior training, technical mastery, incredible industry exposure and real life transformations of our students.
On ASCI’s Beauty & Personal Care Report last year in Feb where it was mentioned digital is the dominant medium for misleading ads of this sector
The engagement of direct-to-consumer (D2C) brands and influencers in the personal care category has significantly shaped the digital landscape of the industry. In my view, it's crucial for both- the brands and the influencers to recognize their responsibility towards consumers. By adhering to advertising regulations and laws, they not only maintain consumer trust but also continue to benefit from positive engagement in the category.
Consumers increasingly value authenticity and social responsibility, and brands that align their advertising campaigns with these principles are often better received by the public. Let’s not forget that in today's digital age, brands with poorly executed advertising campaigns may face immediate consequences, including negative chatter and trolling on social media platforms. It underscores the importance of maintaining a positive brand image through responsible and considerate advertising, reflecting the broader trend toward socially conscious consumer expectations.
Industry bodies like the Internet and Mobile Association of India (IAMAI) and the Indian Beauty and Hygiene Association (IBHA) can play a vital role in educating their members about compliance with advertising self-regulation and the law. By providing guidelines and training, these organizations can help brands and influencers navigate the regulatory landscape more effectively.
Moreover, social media platforms where such violations occur frequently should also take proactive measures to filter out objectionable ads. Implementing mechanisms to identify and remove misleading or deceptive content can contribute to consumer safety in the online environment.
Collaboration between industry stakeholders, regulatory bodies, and social media platforms is essential to promote responsible advertising practices and protect consumer interests.
On the upcoming trends in the beauty and lifestyle industry and how the academy plans to adapt and innovate
India's beauty and personal care market are projected to reach $30 billion by 2027, constituting about 5% of the global market, as reported by Redseer Strategy Consultants and Peak XV. Remarkably, the Indian beauty market is advancing at a rate twice as fast as FMCG-led brands and is outpacing the growth of the US and European markets. Currently ranked as the 10th fastest-growing market globally, the health, beauty, and wellness industry are thriving, driven by a burgeoning affluent and middle-class population considering beauty and wellness essential. The rejuvenation segment, once deemed a luxury, is now acknowledged as a crucial tool for stress management. This shift in both, the beauty & wellness industry has positioned the sector not only as a thriving market but also as a significant employment creator over the last decade.
Globalization and lifestyle changes too have propelled the Beauty & Wellness sector into rapid expansion, creating unprecedented opportunities. As a brand, we too believe in skilling people in industries where there are mass employment opportunities. Lakmé Academy powered by Aptech will continue to produce skilled manpower, it will play a transformative role in elevating India's standing in the global beauty arena by providing top-notch education, nurturing entrepreneurial spirit, and emphasizing technological integration. As the beauty sector in India gains momentum, our brand will stand at the forefront, nurturing a pool of skilled professionals who are not only adept at meeting local demands but are also equipped to excel on the global stage with its unique approach that goes beyond conventional training. Backstage exposure at iconic events like Lakmé Fashion Week imparts invaluable real-world experience to students, giving them insights into global beauty trends and practices. This hands-on experience distinguishes our pass-outs and positions them as industry-ready professionals. With a holistic understanding of beauty, the academy will not only contribute to the growth of the Indian market but also cultivate professionals capable of making a global impact.
