Estée Lauder
"Bringing the best to everyone we touch.”
About-
Estée Lauder is one of the most renowned beauty brands having a reputation of sophistication, innovation and superior quality. She herself is now of the wealthiest self made women in America. The core values that Estée Lauder established are creativity, entrepreneurship, integrity and now remain at the heart of The Estée Lauder Companies. These include more than twenty five most recognised and prestige brands in the industry, and having products sold in more than one hundred and fifty countries, “where High-Touch is the cornerstone of its service.” Estée Lauder is also a founder of Clinique’s line of beauty products, being known as one of the best in the business.
Heritage-
With a strong interest in beauty and skin care, Estée Lauder believed “all women could be beautiful” and started by selling her uncles skin creams and makeup in salons. She believed that touching the consumer and explaining the products would make a sale, and this is when her slogan and her first four skin care products were launched in the company in 1946. Since then, the simple notion has changed the face of the beauty business.
Products-
The products range from cosmetics, nail liqueurs, hair products, skin care to fragrances, both for men and women. They are mostly all medium coverage creating a natural, confident and independent feel finish. The brands ‘hero’ product will have to be Advanced Night Repair Synchronized Recovery Complex containing over 20 patents worldwide. After being launched in 2009, the Advanced Night Repair Synchronised Recovery Complex ‘unveils breakthrough results after a 12 month clinical study was carried out on over 500 women of all ages and ethnicities, and still in todays society is known as their must have product.
Estée Lauder has three award winning products: Pure colour - Cheek Rush, Modern Muse - Eau De Parfum Spray and the other being the Double Wear - Stay In Place Make-up. All three won the Best of Beauty awards 2013 and the Allure Magazine award 2013.
Price Point -
Estée Lauders prices range from £12 - £600 as it is known as a luxury brand. The nail liqueurs start at £14.50 and most pencils range from £16 - £20. The most expensive product the brand holds is the anti-ageing cream of 50ml ‘recreation face’ priced at £600, making it a unique high end product, which not everyone can buy. The brand has 6 makeup brushes relatively well priced from £19, and £36 for a powder brush. The prices may seem to be high, however the quality of the makeup is what you are paying for, with only the finest environmentally friendly products used.
Packaging-
Estée Lauder is known for is “excellence in packaging.” All packaging is eco-friendly. “Once the product has been developed, packaging works hand-in-hand with marketing, design and product development to come up with a package that performs the practical function needed and also makes the fashion statement desired.” Roger Caracappa is the senior vice president of Global Packaging for the Estée Lauder Companies. Reporting to Caracappa are brand specific development teams directly responsible for all package development relating to each brand. Caracappa stated, “Before you experience the product, you experience the package. We want that experience to be the best on every level.”
Most of Estée Lauders boxes are sleek, smooth and dark blue with ‘EL’ engraved in a feminine gold swirl, unless a unique collection has joined the range. This makes the viewer indulge in its luxury, to make them want to open the box and see the elegant lip bullets or glass bottled lotions. All products have a touch of gold to enhance its feel of sophistication and quality.
Promotion-
The brand has ads all over the internet, showing that when a product is brought, there is a free gift. Editorial images are also shown at bus stops or in high-end fashion magazines such as Vogue and Harpers Bazaar. “Everywhere she goes everyone stops and stares. She’s the modern muse” was Estee Lauders TV commercial in 2013, including the number one hit from Bruno Mars ‘just the way you are’ as the background music. All the promotion lures the public in and persuades them to buy the products.
Presentation-
The ranges of Estée lauder can be found on the high street store Boots and can also be found in department stores like Debenams and John Lewis which can be found across all the UK. High-end stores like Harrods, House of Fraser and Selfridges also sell Estée Lauder products. The brand can also be found in many stores across the world. Their stores have the counters are extremely well presented giving the ‘wow’ factor with their fresh and elegant image. The stores are designed to allure customers from afar and again the eye catching colour gold is used to accentuate elegance. Promotional displays are used in the background re-enforcing the brand.
