www.reallygreatsite.
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Overview of the group
The Estée Lauder
Companies
World leading manufacturers, marketers, and
sellers of quality skin care, makeup, fragrance, and
hair care products
Founding year: 1946
Founders: Estée lauder and Joseph Lauder
Industry: Beauty and Cosmetics
Headquarters: United States of America
Categories
4
4 main categories: skincare, makeup, fragrances,
haircare
Regions and Channels
150 countries and territories: Asia/Pacific, Europe
Middle East & Africa, Americas
1,600± Freestanding stores
Leadership
William P. Lauder: Executive Chairman
4
Fabrizio Freda: President and Chief Executive
Officer
People
4employees worldwide
60K+
Estée Lauder
Companies
The mission
Commitment to Quality and Excellence
Continuous Creativity and innovation
Nurturing and developing world-class talent
Community, Inclusivity, Diversity and Equity
Sustainable sourcing, Green Chemistry, Health,
Environment, Education and social awareness.
“I never dreamed about success. I
worked for it.”
—Estée Lauder
The History
Since 1946
1901 1960s
Estée Lauder was born in NYC International expansion:
European and Asian markets
1946
Estée Lauder and Joseph Lauder 1963: Launch of Aramis: men’s
launch their skincare company. range
Estée leads creativity, product
development, and sales, while 1968: Launch of Clinique, first
Joseph manages finance and dermatologist-developed,
operations allergy-tested skincare brand
1953
First fragrance: Youth Dew, which
becomes a significant success
The History
1985 1985
Company goes public, trading Company goes public, trading
on the New York Stock on the New York Stock
Exchange Exchange
1995 2016
Acquisition of MAC Cosmetics Acquisition of TooFaced
2018
2003
Acquisition of Dr.Jart +
Acquisition of Aveda, haircare.
2020
Post-Covid strategy change
2004
emphasizing e-commerce and
Estee Lauder passes away. digital marketing
Estée Lauder Group
Brand porfolio
Makeup: lipsticks, lip glosses, mascaras, foundations,
eyeshadows, nail polishes and powders
Too Faced, MAC Cosmetics, Bobbi Brown, Aerin,
Tom Ford Beauty, Smashbox
Skincare: moisturizers, serums, cleansers, toners,
body care, exfoliators, acne and oil correctors, facial
masks and sun care products.
Clinique, La Mer, Dr. Jart+, Origins, GLAMGLOW, Lab
Series, Darphin Series, DECIEM by Brandon Truaxe,
Estée Lauder, NIOD
Estée Lauder Group
Brand porfolio
Haircare: shampoos, conditioners, styling products, treatment,
finishing sprays and hair color products
Aveda, Bumble and Bumble
Fragrances: eau de parfum sprays and colognes, as well as
lotions, powders, creams, candles and soaps
Aramis, Kilian, Jo Malone London, Le Labo,
Lauder, Editions de Parfums Frédéric Malle,
Aramis, Aerin
Estée Lauder
Strategies
Premium Brand Positioning: Emphasis on high-
quality, luxury beauty products.
Diversification: Broad portfolio covering skincare,
makeup, fragrance, and haircare.
Innovation: Investment in research and
development for cutting-edge formulations
Digital Transformation: Embracing e-commerce
and digital marketing strategies, post-covid
Global Expansion: Continual efforts to enter new
markets and strengthen presence in existing
ones.
Financial Performance 2023
Key figures
€15,91 Bn $1.50 Bn
Sales in 2023 operating
income
Financial Performance 2023
Best performing category: Best performing regions:
Haircare
4% Fragrance
The Americas
16% Asia, Pacific 28.3%
32.6%
Skincare Makeup
52% 28%
Europe, The Middle East, Africa
39.1%
Company Report 2023 Statista 2023
CLINIQUE
“Great skin can be created”
Established in 1968, NYC, USA
Dermatological, Allergy-Tested
Fragrance-Free skincare
Global presence: Sold in more
than 130 countries
Marketing 4Ps:
Product - physical, extensive, total
High quality, fragrance-free, parabens-free, allergy tested, made
for all skin types & backed by dermatologists products
The physical product:
Skincare (cleansers, moisturisers, serums)
Makeup (foundation, lipstick, eyeshadow)
Fragrances and cologne
The extensive product:
Packaging: minimalist designed for practicality and hygiene.
The total product:
Brand image trust, reliability, commitment to sensitive skin)
Personalisation: consultation and custom-fit products
Customer loyalty program: customer rewards, sense of
appreciation and exclusivity
Marketing 4Ps:
Product: width, length, depth
Width
skincare, makeup, and fragrance categories
Length
Skincare: products for cleansing, hydration, anti-aging
Makeup: various products for each category - foundations,
lipsticks, eyeshadows.
Fragrance: Different scents within the fragrance category.
Depth
Skincare: different formulations for different skin types (dry, oily,
combination)
Makeup: multiple shades for each product (lipstick colors,
foundation shades)
Fragrance: Various scents with different concentration levels
(cologne, perfume...)
Marketing 4Ps:
Price - pricing strategy
Brand Pricing:
higher compared to mass-market brands (Revlon, Garnier...)
align with perceived values and benefits of the brand: quality and research-
based formulations
Market Skimming Pricing:
Higher prices, hight quality products (dermatological expertise, premium
positioning in the market)
Competitive Pricing:
Prices same or slightly above competitors in the premium skincare and
beauty market
Balance between competitiveness and quality
Markup Pricing
Prices determined by analyzing production costs + adding markup
cost of research, development, high-quality ingredients
Garnier Clinique
(mass market)
50ml - 10,30€ 50ml - 39.50€
Marketing 4Ps:
Place
Distribution:
B2C (clinic online stores & stores)
B2B (partnership with retailers, department
stores and beauty clinics)
A variety of distribution channels:
Pharmacies and Perfumeries
Supermarkets
Department stores
Clinique Online store
Clinique stores “Laboratories”
Specialty multi-retailers
Salons and Spas
Marketing 4Ps:
Place
Selective Distribution:
Products sold in selected outlets
Focus on high-end department stores
and specialty beauty retailers
Online Distribution:
emphasis on online sales through the
official website (covid-19)
authorized e-commerce platforms.
Marketing 4Ps:
Promotion
Emphasis on the science behind the products:
dermatological expertise - collabs with derms
product safety
effectiveness
Marketing mix: traditional advertising
Print media
Telivision
Marketing mix: social media marketing
Instagram, Facebook, Twitter, TikTok
Influencer partnerships
Personal Point of view
The Estée Lauder
companies
Questions:
-- Do you think Estée Lauder's online presence makes a
difference in their sales? Why or why not?
- Which Estée Lauder brand do you think is the most
popular? Any reasons why customers might prefer one over
another?
