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