Here’s How Estee Lauder’s Mature Brand, Clinique, Became A Hit With The Younger Beauty Users
Though Estee Lauder is the first name that comes to mind in premium beauty product ranges, some of its flagship brands had been facing setbacks over the last few years. Brands such as Clinique and Estee Lauder have been struggling to resonate with the millennial clientele and as a result the company’s skincare segment, in particular, had been lagging behind. Millennials are the new generation of beauty users and they prefer niche products along with e-commerce transactions and retailers such as Sephora and Ulta. Clinique with its plain image and its 48 year old legacy, was being seen as a dermatological and functional brand. Clinique’s Global Brand Chief, Jane Lauder, took the following steps to revive the brand image of Clinique among the younger beauty users. Ms. Lauder recently became AdWeek’s 2016 Brand Genius winner for health and beauty.
- The brand’s Face Forward campaign aimed to connect with young women at a more personal level. The models for these advertisements were millennial influencers and the ads were launched on social media channels such as YouTube and Instagram. The women in the series shared their stories and encouraged others to do so with the #FaceForward hashtag.
- The brand also launched an online magazine called The Wink which encompassed issues such as lifestyle, career, interviews with influential women, and beauty suggestions.
- Ms. Lauder focused on creating fresh product lineups for Clinique, such as the Pep-Start skincare and the Pop Lip collection.
- The innovative ways to connect with customers, such as the Pop Lip collection’s interactive music video where viewers could change the style of the song by selecting different shades of the lipcolor, were massive hits among YouTube viewers.
- The brand launched a contest in partnership with TED and also offered sweepstakes on social media to expand its outreach.
All these innovative measures enhanced Clinique’s acceptability among the new generation of beauty buyers and as a result Estee Lauder’s skincare segment has started growing once again.
Editor’s Note: We care deeply about your inputs, and want to ensure our content is increasingly more useful to you. Please let us know what/why you liked or disliked in this article, and importantly, alternative analyses you want to see. Drop us a line at content@trefis.com
- What’s Next For Estée Lauder Stock After 10% Gains Post Q2 Results?
- What’s Next For Estee Lauder Stock After A 19% Fall Yesterday?
- Will Estee Lauder Stock Rebound To Its Pre-Inflation Shock Highs?
- Cross-Sector Comparison: Is Estee Lauder A Better Pick Over LLY Stock?
- What’s Next For Estee Lauder Stock After A 17% Fall In A Month?
- Should You Buy Estee Lauder Stock After A 36% Decline Since 2021?
Have more questions about Estee Lauder? See the links below.
- What Is Estee Lauder’s Revenue And EBITDA Breakdown?
- What Is Estee Lauder’s Fundamental Value On The Basis Of Its Forecasted 2015 Results?
- How Has Estee Lauder’s Revenue And EBITDA Composition Changed Over 2012-2016E?
- What Is Estee Lauder’s Fundamental Value Based On 2016 Estimated Numbers?
- What Drove Estee Lauder’s Revenue And EBITDA Growth Over The Last Five Years?
- Where Can Estee Lauder’s Growth Come From In The Next 5 Years?
- Estee Lauder Q3 FY16 Pre-Earnings Report
- How Did The Top Two Beauty Companies Perform In The Hair Care Segment Over The Last Five Years?
- How Does Estee Lauder’s Financial State Currently Look?
- Who Relies More On Debt: L’Oreal Or Estee Lauder?
- What Are Some Of The Trends Expected To Drive The Future Of The Beauty Market?
- Estee Lauder Braved Numerous Challenges To Deliver Growth Above That Of The Prestige Beauty Market
See More at Trefis | View Interactive Institutional Research (Powered by Trefis)