Estee Lauder: Brand management

Résumé du document

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).

Extraits

[...] Estee lauder brand management “Bringing the best to everyone we touch . and being the best in everything we 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. [...]

[...] Estée Lauder has understood this trend and has implanted several laboratories in China to do research on Chinese natural material to create new cosmetics that will match the Chinese consumer demand. Communication network Advert background: Estée Lauder brand uses both Chinese and Occidental models to show their products. Press: Advertisement in a selection of Chinese and occidental feminine press title which suit their target. (Vogue, Elle, Bazaar). There are two types of advertisement: Insert and Leaflet. Billboard: Those billboards are located in the town center, subway stations, airports, next to luxury hotels, all places that generate a large traffic. [...]

[...] We can conclude that there is plenty of space for future development and business opportunities on this market. 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. [...]

[...] 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 cosmetic's spending has increased. Women became more and more financially independent, so their demand for cosmetic drives the cosmetic sales. [...]

[...] Estée Lauder website: the website is really interactive. Indeed, the user has access to plenty of tips regarding make-up and skin care. Estée Lauder wants to implement in China a relevant distribution network to sell its products according to the brand image. Department stores most popular among more affluent consumers Estée Lauder has chosen this distribution network because the department store is perceived by the Chinese as the center for reliable, genuine and safe products. Estee Lauder products are distributed in high-end department stores which are located in the popular shopping avenues. [...]