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.


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• Access valuable strategic take-outs to help direct future decision-making and inform new product development.