Strapped with the ad-line ``On top of the world'' the new range ispositioned as `a new high fashion lip invention'. Says Sonia Singh,marketing manager, Lakme Lever Limited: ``Within two weeks, we will berolling out the new product across the nation. It's the latest innovationfrom Unilever. For the first time in India, we are offering a stand-alonebeauty product: a lip colour in liquid form.'' The new product comes inseven shades.

Come May 5, 2000 and Lakme will be launching an aggressive print campaign toannounce the new launch. Created by Ambience D'Arcy, the print campaign willhighlight the USP of the product: Lakme Liquid Lip Colour has a specialmoisturiser with hydrons in it, informs Singh.

As part of its marketing strategy, Lakme has plans to launch the new rangein select retail outlets across the country. ``In addition to the printcampaigns, we will pay attention to the high-visibility factor of theproduct at our retail outlets. Also, we will be launching a host ofpromotions and marketing events to promote the product,'' adds Singh.At present, Lakme is a market leader with a 70 per cent market share in theIndian colour cosmetics markets.