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

  • Published Date: 26 Mar 2018
  • Number of Pages: 21
  • Category: Consumer Goods
  • Country: China
Success Case Study: Este Lauder - Reinventing Este Lauders brand image to appeal to young female consumers

Summary

In China, Este 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 Este 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 countrys booming cosmetics industry led by young Millennials.
- Using a local celebrity to endorse the brand through an interactive social media campaign helped Este Lauder succeed in China.
- Este 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.
Publisher Name : GlobalData

1. Introduction 5
2. What? 6
3. Why? 9
4. Take-out 13
5. Appendix 16

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List Of Figures



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