Marketing Mix of Elle 18 and 4Ps (Updated 2025)

The Marketing mix of Elle 18 analyses the 4Ps of Elle 18, which includes the Product, Price, Place, and Promotion of Elle 18. Elle 18 has projected itself as a trendy and funky brand whose products have youthful and bright colors along with vibrant shades. The company has targeted young girls as its potential customers. The brand has been successful in gaining the attention of its customers because of stylish and contemporary products that are affordable to its target audience. Its competitors are as follows-

• Maybelline
• Revlon

About Elle 18

• Type: Cosmetics brand
• Industry: Beauty and personal care
• Founded: 1997
• Founders: Hindustan Unilever
• Headquarters: Mumbai, India
• Area served: India
• Current CEO: Sanjiv Mehta
• Number of employees: 10,000+
• Major products: Cosmetics, including makeup, skincare, and haircare products

Elle 18 Product Strategy

Elle 18 products are enriched with the moisturizing properties and goodness of almonds, rose water, jojoba oil, and cocoa butter. It offers various shades designed to complement any look or outfit.

The product mix of Elle 18 in 2023 is as follows(Source)

1. Lip Products: Lipsticks, Lip Crayons, Lip Balms, Lip Glosses
2. Eye Makeup: Kajal (Kohl), Eyeliner, Mascara, Eyeshadow
3. Face Makeup: Foundation, Compact Powder, Blush
4. Nail Products: Nail Polishes
5. Accessories: Makeup brushes and tools

Elle 18 Place Strategy

Elle 18 is a strong brand of Indian origin, and its reach has spread to the markets in most parts of the country. The brand is equipped with well-spread manufacturing units and an integrated supply chain that helps in the quick and easy availability of products in the consumer market.

Elle 18 has the backing of its parent company and hence utilizes its vast distribution network to its advantage. The brand uses an unconventional distribution system, and its products are readily available at salons, beauty parlors, convenience stores, discount stores, supermarkets, shopping malls, and hypermarkets.

Here are five key data points regarding Elle 18’s place strategy:

1. Wide Retail Presence: Elle 18 strategically places its products in various retail outlets, including supermarkets, hypermarkets, beauty stores, and pharmacies, ensuring accessibility to a broad customer base.
2. Online Presence: Elle 18 maintains a robust online presence through its official website and e-commerce platforms, allowing customers to purchase products conveniently from the comfort of their homes.
3. Collaboration with Beauty Salons: Elle 18 may collaborate with beauty salons or parlors, making its products available to customers during salon visits, increasing visibility and potential sales.
4. Targeted Geography: The brand may prioritize urban and semi-urban areas where its target demographic, primarily young women, are more likely to reside or shop.
5. Distribution Partnerships: Elle 18 may establish partnerships with regional distributors and wholesalers to ensure efficient product distribution to a wide network of retail outlets and maintain a steady supply chain.

Elle 18 Pricing Strategy

Elle 18 has young and college-going girls as its customers who are budget-conscious users. Hence, the company has adopted a reasonable, economical, and affordable pricing policy. Prices are kept at appropriate levels so that its customers can easily purchase it without any hesitation.

The brand has put its onus on growing large-volume sales because of economical prices. Youngsters are more focused on experimenting and tend to buy various products at a time to know their suitability.

Here is an overview of Elle 18’s price strategy:

1. Value-Based Pricing: Elle 18 adopts a value-based pricing approach, where the prices of its cosmetics are set at levels that align with the perceived value they offer to its youthful and budget-conscious customer base. This strategy seeks to provide affordable yet quality makeup products.
2. Competitive Pricing: In the highly competitive cosmetics industry, Elle 18 closely monitors the pricing strategies of its competitors. They strive to offer competitive prices that align with or slightly below the prices of similar products from other brands, thus attracting cost-conscious consumers.
3. Product Bundling: Elle 18 may employ product bundling strategies, creating packages or sets that offer better value for money. These bundles often include a combination of products like lipsticks, lip balms, and eyeliners, enticing customers to purchase more items at once.
4. Promotions and Discounts: The brand frequently runs promotional campaigns and offers discounts during festive seasons, holidays, or special events. These promotions boost sales and create a sense of urgency and excitement among consumers.
5. Premium and Limited Editions: Elle 18 may introduce premium or limited-edition collections with higher price points to cater to customers seeking exclusivity or unique offerings. This can help diversify their product portfolio and attract different customer segments.

Elle 18 Promotion Strategy

Elle 18 is the choice of Modern India as today’s girls want products that show the vibrant and young look to their maximum advantage. The brand has gone with this funky mindset to create a promotional policy that makes a bold and definite style statement. It has paid particular attention to its packaging as products are available in c, attractive bottle-shaped, and intense colors that are rich and sparkling.

Its commercials are a mirror image advertisement of its products and can be seen on television, radio, newspapers, magazines, and hoardings. The brand has also used social sites to help with promotions through platforms like YouTube, Twitter, and Facebook. Actor Anushka Sharma has been roped in as its brand ambassador.

Elle 18’s content promotion strategy focuses on the following key elements:

1. Digital Dominance: The brand heavily utilizes social media, influencer marketing, and creative digital campaigns to connect with its young, tech-savvy audience.
2. Affordability and Trendiness: Elle 18 emphasizes its affordable yet trendy products through online promotions, making them appealing to budget-conscious consumers.
3. Event Sponsorship: The company sponsors beauty events and collaborates with salons to enhance brand visibility and resonate with its target market.

Some Recent Video ads and Print ads of Elle 18 are:

Liked this post? Check out the complete series on Marketing Mix