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![“That human touch was so important and [was] one of
the key core principles around which our company
was founded. This hasn’t changed. The fact of the
matter is the consumer still wants and needs to be
touched. [The customer appreciates] the expertise that
she gets in helping to find the right product and she
puts that into the value calculation she makes when
[deciding on] a purchase. That’s a very important
element of her behavior.”
William Lauder
CEO (2004-2009)](https://image.slidesharecdn.com/6ebee709-9d1e-4b67-977a-70ff26f23140-161206063352/85/Estee-Lauder-16-320.jpg)
Estee Lauder
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- 3. IDENTITY BRAND MISSION BRANDS MARKETING STRATEGIES SWOTANALYSIS COMPETITORS CUSTOMER PROFILES MERCHANDISE ANALYSIS SIX MONTH BUYING PLAN FOR THREE STORES ASSORTMENT PLANS
- 4. IDENTITY ● Estee Lauder,born as Josephine Esther Mentzer was raised in Queens, NY ● The name Estee was a variation of her nickname Etsy ● Lauder’s interest for beauty was inspired by her Hungarian beautician uncle who came to live with her family. Her uncle had been creating velvety skin creams that soon enough went from the kitchen to the lab. ● Estee Lauder started her business by going to different beauty salons and selling her products to the women sitting under the hair dryers ● By 1946, Lauder and her husband had their first major order, 800 dollars worth of products were sold to Saks. ● By 1960, after years of hard work and ingenuity, the Lauders were on their way — from a mom-and-pop operation to becoming one of the most influential names in the beauty industry ● Since 2009, Fabrizio Freda has been CEO of the company
- 5. “Our results reflectour well-diversified, brand-building powerhouse of unrivaled creativity and innovation. We are confident that we are well-positioned to sustain our strong and profitable growth over the long-term.” Fabrizio Freda
- 6. The Estee Mission “Bringingthe best to everyone we touch and being the best in everything we do”
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- 9. Since 1992, EsteeLauder has been running the worldwide Breast Cancer Awareness Campaign. They have reached their audience through a storytelling approach. By using the hashtag #BCASTRENGTH instagrammers are able to share their story on how they are taking action to defeat breast cancer.
- 10. Pink Ribbon Products ●Starting October 2016, consumers were able to shop for their favorite pink ribbon products and donate towards different research foundations ● 15 of Estee Lauder’s beauty brands joined forces to raise funds for the Breast Cancer Research Foundation (BCRF) ● Through Estee Lauder’s advertising mechanism, the BCRF has funded more than 50 million towards 200 medical research grants
- 11. M A CAIDS FUND The MAC Aids Fund is the largest corporation for HIV and AIDS. 100 percent of the VIVA GLAM proceeds goes towards the MAF program and the men, women, and children that are affected by HIV and AIDS. Ariana Grande, spokesperson of VIVA GLAM made a special appearance at the MAC North Robertson store in LA.
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- 14. Strengths ● Powerful luxurybrand portfolio ● Strong distribution network ● Products are sold in more than 150 countries ● Connection with influencers is a strong and great asset ● Personified marketing techniques
- 15. The High-Touch Approach TheHigh-Touch approach is about creating an emotional bond with the consumer through personal interaction, instruction, and connection. Estee Lauder believed that as a beauty consultant, the consumer should experience the total package. Women should be able to touch and experience her products first hand. From then to now, today’s version of the high touch approach is social media. The approach has moved from the selling floor to online, the beauty chat being a great example of how personalized Estee Lauder is.
- 16. “That human touchwas so important and [was] one of the key core principles around which our company was founded. This hasn’t changed. The fact of the matter is the consumer still wants and needs to be touched. [The customer appreciates] the expertise that she gets in helping to find the right product and she puts that into the value calculation she makes when [deciding on] a purchase. That’s a very important element of her behavior.” William Lauder CEO (2004-2009)
- 17. Influencing High-Touch in a DIGITALWORLD “Influencers with strong social media followings are the new tastemakers, with their stories and events showcased in real time”
- 19. Weaknesses ● Profit oriented,which can sometimes be a default ● There has been a decline in Estee Lauder’s liquidity ● Lack of reach to other viable markets
- 20. Opportunities ● Expansion toglobal markets ● Many nations are growing into a beauty conscience, so it is much easier to gain customer loyalty ● Diversification of the distribution channels ● Women have numerous opportunities to grow within the company
- 21. Threats ● There hasbeen an increase in competition within the cosmetics market ● Regulations regarding harmful chemical ingredients in cosmetics are increasing
- 22. Mass market Premium 0% natural100%natural COMPETITORS
- 23. ➢ One ofthe world's oldest cosmetic brands since 1834 ➢ The house of Rimmel started out as a perfumery, by Eugene Rimmel ➢ Rimmel promoted his cosmetics by publishing illustrated catalogs and placing advertisements in theatre programs ➢ The first mascara was created by Rimmel ➢ Target market is between 18 to 30 year olds ➢ Products are sold worldwide in mass market stores such as, Target and Kmart
- 24. ➢ Established in1994 ➢ Lush deals directly with suppliers by visiting suppliers and growers in person; another way of building relationships ➢ They try to use and buy fair trade where possible ➢ 100% of their proceeds of the Charity Pot go to grassroots organizations
- 25. ➢ Josie Maranlaunched her company in 2007 ➢ 100% PURE, 100% Organic Argan Oil ➢ Personally works with suppliers to make sure ingredients are impacting the earth ➢ Containers are all recyclable ➢ Makes sure that the products produced are supporting the people from the land and the land that produces them Josie Maran
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- 27. The Beauty Queenof the 1950’s Name: Edith Age: 35 Occupation: Housewife Hobbies: Shopping and baking in her spare time Interests: Diamonds and pearls Opinions: Post WWII, women felt empowered that most jobs were being taken by women. They felt as if they could accomplish anything Lifestyle: Her biggest priority is making sure her family is taken care of Consumer behavior: A consumer's income went from $3,210 in 1950 to $5,010 in 1959 ● Because the income was rising, spending habits were increasing. Women were the highlight of consumerism
- 28. Meet the NextGeneration of Consumers..
- 29. Estee’s Modern Muse Name:Kendall Age: 21 Hobbies: Hanging out with her friends and going to different concerts Interests: Traveling the world Motto: Be fearless and daring “Simplicity and being chic is her way to go” “...I’ve grown up with Estée, that was all my mom would use. I remember the old lipstick cases that were gold and mirrored. It’s such a family brand for me because it’s been there my whole life so it is crazy to actually be doing this today.” KJ
- 31. Merchandise Analysis: Women’sMarket (Skincare, Makeup, and Fragrance)
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- 41. Six Month BuyingPlan Estee Lauder Foundation Florida, California, New York
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- 43. Brittney 23 yrs old Miami, FL It’s a 78 degree day. Brittany is about to visit the Miami Art Basel. She needs something long lasting and light. Store A: Florida
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- 45. Jennifer 21 yrs old LosAngeles, CA It’s a 63 degree day. Jennifer is an up and coming artist. She has numerous meetings and she is always on the go. Jennifer needs something that’s gonna give her a natural glow with medium to full coverage. Store B: California
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- 47. Allie 24 yrs old Manhattan,NY It’s a 49 degree Friday. Allie is a stylist and is about to be pretty busy. She has a list of clients she has to see. Allie is in need of something hydrating for the cold weather. Store C: New York
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