Failure Case Study: Estée Edit - Failing to resonate with a new consumer segment
Failure Case Study: Estée Edit, is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind the failure of Estée Lauder's Estée Edit brand. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products, especially within an oversaturated marketplace.
After less than a year on the US market, Estée Lauder's sister brand, Estée Edit, geared specifically toward Millennials, was abruptly withdrawn. This case study explores the nuances and behaviors of the Millennial demographic, and why the Estée Edit brand failed to resonate with them.
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