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Reviving Est e Lauder, the Beauty Queen
Source: www.hss.caltech.edu
Topic: Famous Entrepreneurs
Sort Desciption: territories, Est e Lauder has a reputation for technologically advanced, high-performance ... The fact that the Est e Lauder brand carries the company's ...
Content Inside: Reviving Este Lauder, the Beauty Queen Helen Tai Ping Su Ya Xu Yingxuan Li BEM106 Competitive Strategy Professor McAfee May 31, 2005 Acknowledgement We would like to give special thanks to Professor McAfee, who has helped us during the development of this work. We would also like to thank the beauty assistants in the Macys at Paseo Colorado in Pasadena for their cooperation and assistance: Desi Calderon, Shiseido Laura Estrada, Clinique Esthe Menjikian, Lancme Susan Rangel, Biotherm 2 I. Introduction Company / Brand Background Este Lauder is a retail brand of luxurious cosmetics, skincare and fragrance products, primarily targeting female consumers of age 30 and up. Sold in more than 120 countries and territories, Este Lauder has a reputation for technologically advanced, high-performance products. Being the original label from which todays beauty industry giant, Este Lauder Companies, has grown, it is justifiably the ultimate lifeline brand of the conglomerate company. The fact that the Este Lauder brand carries the companys family name also inevitably makes it an immediate reflection of the business as a whole. The original Este Lauder label was launched by Este and Joseph Lauder in New York City in 1946, and in a course of 60 years has expanded into a superpower owning 16 beauty product brands, among which are the 5 brands designed and launched by the group itself: the original Este Lauder; Aramis Inc., a pioneer in prestige fragrances and grooming products for men; Clinique Laboratories, Inc., a specialist in allergy-tested, fragrance-free and dermatologist-approved cosmetics; Prescriptives, which emphasizes on personalized make-up; and Origins, an offering for those seeking natural ingredients. The companys other 11 brands were all results of strategic acquisitions and alliances. In sum, the portfolio of brands can be categorized into: the core labels for mature customers, including Este Lauder, Clinique, Prescriptives, Aramis, and La Mer; eco-correc ...
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