Success Case Study: Estee Lauder - Reinventing Estee Lauders brand image to appeal to young female consumers

Success Case Study: Estee Lauder - Reinventing Estee Lauders brand image to appeal to young female consumers

  • Products Id :- CSI1805SF
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Executive Summary

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.

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Table of Contents

1. Introduction 5

2. What? 6

3. Why? 9

4. Take-out 13

5. Appendix 16

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Estee Lauder

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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