The document provides background information on Estee Lauder Companies and outlines a marketing campaign. It discusses Estee Lauder's history and brands, defines the target consumer as women ages 35-55 including black women, and sets objectives to promote inclusion through TV ads, ambassadors, and influencer marketing. The creative brief states the advertising will feature the tagline "We sell confidence" to showcase Estee Lauder for all women of all ages and colors.

1. IMC
CAMPAIGN
FEBRUARY 22, 2020 | BY FLAVIA RODRIGUES

2. Table of contents
IMC CAMPAIGN
Table of contents
Executive Summary
Backgrounder
SWOT Analysis
Target Consumer Definition
Marketing Campaign Objectives and Strategies
Point-of-Parity
Creative Brief
Conclusion
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3. P.2
Executive Summary
The Estee Lauder Companies (Estee Lauder) is a globally recognized
manufactures and markets skin care, makeup, fragrances and hair care
products in over 140 countries spanning the Americas, Europe, the Middle
East, Africa and Asia Pacific. It is headquartered in New York and
employed about 32000 people.
Some of the best known brands of the company include Estee Lauder,
Aramis, Clinique, Prescriptives, Lab Series, Origins, M.A.C, Bobbi Brown,
La Mer, Aveda, Jo Malone, Bumble and bumble, Darphin, American Beauty,
Flirt!, Good Skin and Grassroots
.
They strongly believe that growth is possible globally by their ongoing
strategy to build a diversified business base that is Multi-National, Multi-
Channel and Multi-Brand.
In conclusion, Estée Lauder could introduce sub-brands customized for
different markets, which provide the flexibility to enjoy multiple brand
images without diluting each other. Since ESTEE LAUDER is a global name,
so it must provide the same concentration on all its markets to bring in
global stability in its business as a whole.

4. P.3
Estée Lauder, the founder of the company that bears her name, was a
visionary and a role model.
She was a challenger who proved that anything was possible — if you dared
to dream it and had the guts and gumption to go for it. Ahead of her time in
every way, she created and ran one of the world’s most prestigious and
innovative companies while serving as a wife, mother and a loyal friend to
many. And she did it all with charm, humor and exquisite style.
She loved beauty with a passion and believed wholeheartedly in its power.
Mrs. Estée Lauder started her business with four skin care products and a
simple premise: that every woman can be beautiful.
Armed with that philosophy, plus perseverance, creativity and passion, she
changed the face of the cosmetics industry.
Backgrounder
In the Beginning
Born Josephine Esther Mentzer, Estée Lauder was raised in Queens, New
York, by her Hungarian mother, Rose, and Czech father, Max.
The name Estée was a variation of her nickname, Esty. Her interest in beauty
was sparked in high school when her Hungarian uncle came to live with her
family and created velvety skin creams, first in the kitchen, then in a
laboratory in a stable out back. From her uncle, Estée not only learned how
to concoct the wonderful creams but also how to apply them to women’s
faces.
...

5. In the late 1920s, Estée met Joseph Lauter. They were married in 1930 and
moved to Manhattan. Shortly thereafter, the couple adopted the surname
Lauder, correcting a misspelling that dated back to when Joseph's father
emigrated from Austria to the United States.
Estée got her start selling skin care and makeup in beauty salons,
demonstrating her products on women while they were sitting under hair
dryers. In 1946 she and Joseph Lauder officially launched the company,
and a year later they got their first major order: $800 worth of
products from Saks Fifth Avenue.
Knowing What Women Want
Estée had innate instincts for what women wanted and was the
consummate saleswoman and marketer. She believed that to make a sale,
you had to touch the consumer, show her the results on her face and
explain the products. That was the start of the company’s personal High-
Touch service.
She took the "Gift with Purchase" idea to new heights, elevating it such that
it became standard industry practice.
"Never underestimate any woman’s desire for beauty".
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6. IEstée Lauder was a skin care pioneer, but she also had a wonderful
fragrance “nose.” One of her earliest successes was Youth-Dew, a blend
of rose, jasmine, vetiver and patchouli that would bring her olfactory fame.
Until the 1950s, most women reserved fragrance for special occasions. A
woman would wait for her husband to give her perfume on her birthday or
anniversary. Estée wanted to find a way for women to buy their own
perfume, so in 1953 she created Youth-Dew, a bath oil that doubled as a
skin perfume. This innovation took the cosmetics industry by storm,
changing the way fragrance was sold and transforming the fledgling start-up
company into a multimillion-dollar business.
Estée was the quintessential entrepreneur who refused to listen to experts
or settle for anything less than the very best. She constantly challenged the
status quo and is described as someone you simply couldn’t say no to.
She oversaw the creation of five additional brands — Aramis, Clinique,
Prescriptives, Lab Series and Origins — and always insisted that the
Company’s products be made from the highest-quality ingredients.
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Pushing the Boundaries of Beauty
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7. Estée Lauder was an iconic American entrepreneur. She was always in the
know about fashion trends, and founded her namesake brand at a time
when Givenchy, Chanel, Dior, Balenciaga and other designers were shaping
the latest fashions. She loved New York City and drew inspiration from its
sophisticated, vibrant, stylish culture. In the middle of the 20th century, New
York was the global center for art, architecture, innovation and
entrepreneurship. Although Estée's heart was in New York, she had homes
in the South of France, London and Palm Beach, among other locales. She
traveled the world and loved to visit museums and art galleries, attend
fashion shows and learn about her customers and their respective cultures.
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An American Icon
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As a visionary businesswoman, Estée
Lauder was honored with many awards
during her career. Receiving the French
Legion of Honor was one of the high
points in her life. She supported
numerous civic and cultural programs
and other charitable causes, including
the restoration of the Palace of Versailles
and the building of several playgrounds
in New York City’s Central Park.
The only thing more important to Estée than the Company was her family,
and she was thrilled that her children and grandchildren joined the
family business. Estée retired in 1995 and passed away in 2004.

8. P.7
SWOT Analysis

9. P.8
Target Consumer Definition
Estee Lauder's current target market is, older woman so positioning the
brand in this way could be a helpful tool to attract young Millennial women ,
and tie in the overall target market of women ages 35-55.
In the past, mature women were attracted to the brand for its rejuvenating
self-potential contained in its products.
From a few years ago, the brand has been consolidating and attracting even
more attention from younger women to teenagers.
With social media like Facebook, Instagram and twitter, the brand leveraged
itself even more, conquering and reaching its audience.
Nowadays, we want to make the brand more accessible and inclusive.
Also the young and adult black woman who will identify with the newest
product made based on her characteristics and different skin tones.

10. Goal: Keep your consumers interested and cover the market and sales to
the black woman public.
Objectives and strategies:
Strategy 1: Promote products in TV commercials reaching not only makeup
consumers but a whole mass in general that may subconsciously end up
being interested.
Strategy 2: Find an ambassador who represents the new shades and can
inspire black women around the world. Example: Zenday and Viola.
Strategy 3: Organize an event where all women feel included.
Have a stand with professional makeup artists (safe and protected; with
masks and meeting all the requirements of concerns against COVID); testing
new shades on clients and delivering samples.
Strategy 4: Create an ad sponsored by social media.
Medias: Instagram, Facebook and Tiktok.
- Pay influencers who represent and believe the brand to make tutorials,
create #hashtags and promote the new products.
- Promote that Estee Lauder is a brand for all ages, all colors, all WOMENS!
Marketing Campaign
Objectives and Strategies
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12. Point-of-Parity
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Creative Strategy Statement:
Estee Lauder, for all woman, all ages, all colors.
Rejected statements:
- Estee Lauder is a company that encourages women to be what they want.
- Estee Lauder brings the best to everyone we touch and being the best in
everything we do.
- Confidence breeds beauty.
- Our life isn’t how much we can take out, but how much we can put in.
- The most health and beautiful face in the world? It’s yours.
Tag Line:
We sell confidence.

13. Creative Brief:
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What are weadvertising?
Estee Lauder, for all woman, all ages, all colors.
Whom are we talking to?
Women aged 35-55 who are looking for high end and reliable products
What do they currently think?
Estée Lauder Companies is a passion for creativity and innovation. Every
day, they help millions of people express their individual beauty with
superior quality products, continuing the bold, breakthrough efforts of our
founder, Mrs. Estée Lauder, who believed everyone can be beautiful.
What would we like them to think?
We all know about the high quality of Estee Lauder products. It would be
interesting to think about reaching the market by creating more accessible
products. These can be seasonal, so that some people have the opportunity
to test these qualified luxury products.
What is the single most persuasive idea we can convey?
Estee Lauder promotes you a beautiful and health skin making your
confidence grow every time you use it.
Why should they believe it?
Estee Lauder has products that has anti-aging in their formula, making your
skin beautiful and even better.
Are there any creative guidelines?
All advertisements must show different models of different stereotypes,
ages and colors.

14. P.13
The Estee Lauder Companies, Inc. engages in the manufacture, marketing, and
sale of skin care, makeup, fragrance, and hair care products worldwide.
Estee Lauder is an industry leader in the development of new products.
Its marketing, product development and packaging groups work with its
research and development group to identify shifts in consumer preferences,
develop new products, and redesign or reformulate existing products.
Growing beauty consciousness especially among the aging baby boomers is
an important trend for all cosmetics companies.
Estée Lauder has carried the name of the Beauty Queen for 59 years. This
golden name, with the credibility and reputation associated with it, has given
Estée Lauder substantial advantages over many competitors.
Besides a serious and committed company, is also interested in pleasing all
types and ethnicities of women around the world.
With that, Estee Lauder had launched and promoted new shades of colors
especially for black women.
Estee Lauder is committed to making women's lives more and more beautiful.
Estee Lauder looks forward to have representative women as the stars:
Zendaya Maree Stoermerand Viola Davis which are two black women who
communicate with young and mature audiences.
Both are excellent communicators and will be representatives of the newest
base tones of the Estee Lauder brand.
The brand will feature televised advertisements, ads on youtube and hashtags
created by influencers around the world that will propagate the newest line of
Estee Lauder inspired by black skin tones.
Conclusion

15. References:
https://www.elcompanies.com/en/who-we-are/the-lauder-family/the-
estee-story
www.esteelauder.com
www.maccosmetics.com
www.origins.com
en.wikipedia.org/wiki/Estée_Lauder_Companies
www.esteelauder.in/about_estee_lauder.tmpl
www.researchandmarkets.com/reports/352443
www.time.com/time/time100/builder/profile/lauder.html
www.elcompanies.com/our_brands.asp
Pdfsearchengine.com/Esteelauder_Pdfebookdownload.mht
https://www.freeonlineresearchpapers.com/estee-lauder-executive-
summary/
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16. THANK YOU