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Success Case Study: Estée Lauder - Reinventing Estée Lauder’s brand image to appeal to young female consumers

Success Case Study: Estée Lauder - Reinventing Estée Lauder’s brand image to appeal to young female consumers

Summary

In China, Estée Lauder successfully revamped its image from a luxury brand targeting older women and offering anti-aging products into a youthful and vibrant brand with cosmetics positioned for a younger audience.

How Estée Lauder went from a company see as targeting order women to a youth-centric brand.

Scope

  • The company shifted focus away from older consumers to tap into the country’s booming cosmetics industry led by young Millennials.
  • Using a local celebrity to endorse the brand through an interactive social media campaign helped Estée Lauder succeed in China.
  • Estée Lauder capitalized on consumer desire to follow celebrity style trends to generate buzz around its range including the Admiration Charm Color Series of lipsticks.
Reasons to buy
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.


1. Introduction
2. What?
3. Why?
4. Take-out
5. Appendix

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