Success Case Study: Estee Lauder-Reinventing Estee Lauder's brand image to appeal to young female consumers
In China, Estee 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 Estee Lauder went from a company see as targeting order women to a youth-centric brand.
- 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 Estee Lauder succeed in China.
- Estee 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.
Table of Contents
1. Introduction 5
2. What? 6
3. Why? 9
4. Take-out 13
5. Appendix 16
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Corporate User License:
Social media influencer, Estee Lauder, Admiration Charm Color Series, celebrity influencers, EyeQ campaign, eye care, eye liner, eye make-up, skincare, lipstick, color, colour
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