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Overview of the group
The Estée Lauder
Companies
World leading manufacturers, marketers, and
sellers of quality skin care, makeup, fragrance, and
hair care products

Founding year: 1946

Founders: Estée lauder and Joseph Lauder
Industry: Beauty and Cosmetics
Headquarters: United States of America
Categories
4
4 main categories: skincare, makeup, fragrances,
haircare

Regions and Channels

150 countries and territories: Asia/Pacific, Europe
Middle East & Africa, Americas
1,600± Freestanding stores

Leadership
William P. Lauder: Executive Chairman

4
Fabrizio Freda: President and Chief Executive
Officer

People
4employees worldwide
60K+
Estée Lauder
Companies
The mission
Commitment to Quality and Excellence

Continuous Creativity and innovation

Nurturing and developing world-class talent

Community, Inclusivity, Diversity and Equity

Sustainable sourcing, Green Chemistry, Health,

Environment, Education and social awareness.
“I never dreamed about success. I
worked for it.”
—Estée Lauder
 The History
Since 1946
1901 1960s
Estée Lauder was born in NYC International expansion:
European and Asian markets

1946
Estée Lauder and Joseph Lauder
launch their skincare company.
Estée leads creativity, product
development, and sales, while
Joseph manages finance and
operations
1963: Launch of Aramis: men’s
range
1968: Launch of Clinique, first
dermatologist-developed,
allergy-tested skincare brand

1953
First fragrance: Youth Dew, which
becomes a significant success
The History
1985 1985

Company goes public, trading Company goes public, trading

on the New York Stock on the New York Stock
Exchange Exchange

1995 2016
Acquisition of MAC Cosmetics Acquisition of TooFaced

2018
2003
Acquisition of Dr.Jart +
Acquisition of Aveda, haircare.

2020
Post-Covid strategy change
2004
emphasizing e-commerce and
Estee Lauder passes away. digital marketing
Estée Lauder Group
Brand porfolio
Makeup: lipsticks, lip glosses, mascaras, foundations,
eyeshadows, nail polishes and powders
Too Faced, MAC Cosmetics, Bobbi Brown, Aerin,
Tom Ford Beauty, Smashbox

Skincare: moisturizers, serums, cleansers, toners,

body care, exfoliators, acne and oil correctors, facial
masks and sun care products.
Clinique, La Mer, Dr. Jart+, Origins, GLAMGLOW, Lab
Series, Darphin Series, DECIEM by Brandon Truaxe,
Estée Lauder, NIOD
Estée Lauder Group
Brand porfolio

Haircare: shampoos, conditioners, styling products, treatment,

finishing sprays and hair color products
Aveda, Bumble and Bumble

Fragrances: eau de parfum sprays and colognes, as well as

lotions, powders, creams, candles and soaps
Aramis, Kilian, Jo Malone London, Le Labo,
Lauder, Editions de Parfums Frédéric Malle,
Aramis, Aerin
Estée Lauder
Strategies
Premium Brand Positioning: Emphasis on high-
quality, luxury beauty products.

Diversification: Broad portfolio covering skincare,

makeup, fragrance, and haircare.

Innovation: Investment in research and

development for cutting-edge formulations

Digital Transformation: Embracing e-commerce

and digital marketing strategies, post-covid

Global Expansion: Continual efforts to enter new

markets and strengthen presence in existing
ones.
Financial Performance 2023

Key figures

€15,91 Bn $1.50 Bn
Sales in 2023 operating
income
 Financial Performance 2023

Best performing category: Best performing regions:

Haircare
4% Fragrance
The Americas
16% Asia, Pacific 28.3%
32.6%

Skincare Makeup
52% 28%

Europe, The Middle East, Africa

39.1%

Company Report 2023 Statista 2023

CLINIQUE
“Great skin can be created”

Established in 1968, NYC, USA

Dermatological, Allergy-Tested
Fragrance-Free skincare

Global presence: Sold in more

than 130 countries
Marketing 4Ps:
Product - physical, extensive, total
High quality, fragrance-free, parabens-free, allergy tested, made
for all skin types & backed by dermatologists products

The physical product:

Skincare (cleansers, moisturisers, serums)
Makeup (foundation, lipstick, eyeshadow)
Fragrances and cologne

The extensive product:

Packaging: minimalist designed for practicality and hygiene.

The total product:

Brand image trust, reliability, commitment to sensitive skin)
Personalisation: consultation and custom-fit products
Customer loyalty program: customer rewards, sense of
appreciation and exclusivity
Marketing 4Ps:
Product: width, length, depth

Width
skincare, makeup, and fragrance categories

Length
Skincare: products for cleansing, hydration, anti-aging
Makeup: various products for each category - foundations,
lipsticks, eyeshadows.
Fragrance: Different scents within the fragrance category.

Depth
Skincare: different formulations for different skin types (dry, oily,
combination)
Makeup: multiple shades for each product (lipstick colors,
foundation shades)
Fragrance: Various scents with different concentration levels
(cologne, perfume...)
Marketing 4Ps:
Price - pricing strategy
Brand Pricing:
higher compared to mass-market brands (Revlon, Garnier...)
align with perceived values and benefits of the brand: quality and research-
based formulations

Market Skimming Pricing:

Higher prices, hight quality products (dermatological expertise, premium

positioning in the market)

Competitive Pricing:

Prices same or slightly above competitors in the premium skincare and

beauty market
Balance between competitiveness and quality

Markup Pricing

Prices determined by analyzing production costs + adding markup

cost of research, development, high-quality ingredients
 Garnier Clinique
(mass market)

50ml - 10,30€ 50ml - 39.50€

Marketing 4Ps:
Place
Distribution:
B2C (clinic online stores & stores)
B2B (partnership with retailers, department
stores and beauty clinics)

A variety of distribution channels:

Pharmacies and Perfumeries
Supermarkets
Department stores
Clinique Online store
Clinique stores “Laboratories”
Specialty multi-retailers
Salons and Spas
Marketing 4Ps:
Place
Selective Distribution:
Products sold in selected outlets
Focus on high-end department stores
and specialty beauty retailers

Online Distribution:
emphasis on online sales through the
official website (covid-19)
authorized e-commerce platforms.
Marketing 4Ps:
Promotion
Emphasis on the science behind the products:
dermatological expertise - collabs with derms
product safety
effectiveness

Marketing mix: traditional advertising

Print media
Telivision
Marketing mix: social media marketing
Instagram, Facebook, Twitter, TikTok
Influencer partnerships
Personal Point of view
The Estée Lauder
companies
Questions:
-- Do you think Estée Lauder's online presence makes a
difference in their sales? Why or why not?

- Which Estée Lauder brand do you think is the most

popular? Any reasons why customers might prefer one over
another?