Estee Lauder: Brand management

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Estee Lauder: Brand management

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Abstract

The Group Estée Lauder Companies is a family organization, marked by the importance of the service and the balance between regions, brands and businesses. The company Estée Lauder Inc was founded in 1946, when Joseph Lauder and his wife Estée Lauder began their production of cosmetics in the city of New York. At the beginning, they were producing only four types of products: a moisturizing cream, a cream for hands, cleaning oil and a lotion for the skin. Two years later, they set up their first shop situated on the Fifth Avenue in New York.

In 1960, the company became international. Their activity abroad started in London in the Harrods department store. A year later, they opened a new subsidiary in Hong-Kong. Nowadays, Estée Lauder Companies is one of the world leaders in the production and sale of care products, make-up, perfumes and hair care products. The products of the company are sold in more than 140 countries and territories (eg: Hong Kong).

History of the Brand
1. Prism identity
2. Key associations:
How they build the brand
1. Communication network
2. Online sales - in initial stage of development
Recommendations: How to leverage the brand equity

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[...] Competitors such as Guerlain have flashy and bright colors that really attract the consumers. They can choose whatever they want in terms of colors from classic to eccentric, from warm to light, from winter to summer. Estée Lauder however, only offers light eye-shadows and classic lipsticks. References ➢ Cosmetic giant sees time for its top-end brands in China.Bao Wanxian (China Daily) 2009-01-12 ➢ Estee Lauder Discusses its Growth in China (EL 1Q06 Conf Call Quotes) ➢ www.cosmeticsdesign-europe.com/ . /Estee-Lauder-outlines-ambitions-to- grow-Asian-skin-care-category ➢ www.cosmeticsdesign.com/ . [...]

[...] Estee lauder brand management “Bringing the best to everyone we touch . and being the best in everything we do” The Group Estée Lauder Companies is a family organization, marked by the importance of the service and the balance between regions, brands and businesses. The company Estée Lauder Inc was founded in 1946, when Joseph Lauder and his wife Estée Lauder began their production of cosmetics in the city of New York. At the beginning, they were producing only four types of products: a moisturizing cream, a cream for hands, cleaning oil and a lotion for the skin. [...]

[...] Competitors: Estée Lauder has basically a star product, its serum. For the same product, it has 2 clear competitors: Dior and Lancôme. More generally, the main cosmetic brands that are already implanted in China are the following: Clarins, Lancôme, Guerlain, Yves Saint Laurent, Dior, Shiseido, Chanel, Sisley, Olay, L'Oreal (Yue Sai), Herborist, Pond's, Chcédo, Menard, Laneige, Gucci, Body shop, L'occitane, Clé de peau, Helena Rubinstein, Biotherm, Vichy, Caudalie. More specifically, Estée Lauder rivals are the following as they correspond more to EL's positioning and range of products. [...]

[...] They chose the blue and gold signature. Key associations: Target: Women, CSP+, between 20 and 35, chic, urban, take care of herself, loyal, educated Market: Thanks to the growing economy, China became the first largest cosmetics market in Asia, with a market size expected to reach 100 billion Yuan in 2010 (Source: idsgroup). Nowadays, women, especially working girls are more and more conscious about their appearance and image. In their total expenditure, the part in cosmetics spending has increased. Women became more and more financially independent, so their demand for cosmetic drives the cosmetic sales. [...]

[...] The professional sales persons who provide personalized advice empower this process. Ex: Sephora, Douglas, etc. Online sales – in initial stage of development Estée Lauder targets women between 20 and 35 years of age. Those consumers are aware of new technologies and like to go shopping online. Therefore, Estée Lauder has developed its own interface that explains everything about the product sold online (colour, fragrance, price, components and texture). III) Recommandations: how to leverage the brand equity In Asia, Estée Lauder has succeeded in building a very strong identity. [...]

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