Estée Lauder is a brand that believes in the power of each woman’s individual beauty, and works to enhance it. Estée Lader believes in bringing the best to everyone they touch, which is the Mission Statement of this Fortune 500 Company Estée Lauder is a well-rounded and repsectable brand that produces fragrances, cosmetics, skincare products, and everything in between.
Bobbi Brown’s logo is simple, recognizable, and strong. The capital letters
manage to capture a sense of powerful softness, which speaks to the strong,
natural femininity the brand seeks to promote in its consumers.
Owned by L’Oreal Paris.
The Lancôme logo is simple, chic, and sophisticated much like the product offered.
A rose is often incorporated into both the logo and the product packaging. Roses are a classic symbol of femininity, beauty and allure; all three of which are characteristics of Lancôme.
Competitive Analysis: Brand Elements For all 3 brands
This brand does not have a well-known repeated slogan, however their mission statement (and several advertisements) declare that their goal is to help women “believe in beauty”, and find their own individual beauty.
L’Oreal, which owns Lancôme, has the recognizable slogan, “ because you’re worth it.”
This brand’s slogans pull you in by speaking for women everywhere.
A campaign for the brand used the motto, “Pretty. Powerful.” , which was actually created by a consumer in a motto-writing contest.
Bobbi Brown wants women to feel confident, beautiful, and powerful while wearing her line of cosmetics.
Bobbi Brown packaging always focuses on the logo and product name, without including excess information that would clutter the simplicity of the package.
Cosmetics come in a glossy black box, almost always using white lettering. The container for the product usually mirrors this black/white color scheme, however for face lotions the writing is sometimes black while the product acts as the white background.
Lancôme- ”Lancôme is a trusted cosmetics and skincare brand, that believes in the beauty of women, and seeks to enhance it through a high quality variety of products, and service that makes each woman feel comfortable and worthy of being beautiful.”
Bobbi Brown- “Through Bobbi Brown Cosmetics, Bobbi enables every woman to enhance her unique beauty. With straightforward, easy-to-use cosmetics in timeless hues, all formulated to create a smooth, natural, and healthy appearance.”
Create a Feature & Benefit table for the 3 competitors.
Support your research by showing us an example of the ads TV or print that lead you to report positioning statement created.