MARKETING STRATEGY OF ESTEE LAUDER
In the vibrant and bustling streets of New York City in 1946, a power couple named Estée and Joseph Lauder embarked on a journey that would forever change the landscape of the beauty industry. Their vision? To create a brand that would redefine skincare, makeup, fragrance, and hair care products. Let’s discover their marketing strategy! We as a cosmetic marketing agency are intrigued to know their marketing, are you?
MARKETING STRATEGY
The fundamental elements of Identifying, Attracting, and Defining hold a pivotal role in Estée Lauder’s consumer analysis and marketing strategy. Upon examining their customer base, it becomes apparent that the central demographic the company caters to consists of women aged 25 to 55 who prioritize trustworthiness and actively seek out top-tier products.
Estée Lauder employs various segmentation variables, including gender, age, and income, to effectively target its customers. Their primary focus is on females aged 25 to 55 with substantial incomes.
This approach recognizes that different age and income groups have distinct needs and preferences that align with specific brands and products offered by Estée Lauder. Essentially, the company caters to professional women who are not only interested in fashion but also place significant importance on skincare.
Renowned for its introduction of upscale products into the market, Estée Lauder offers an extensive range, including hair care, skincare, a diverse collection of fragrances, and makeup. Consequently, their multi-channel marketing strategy encompasses all these products and services.
Estée Lauder’s brand identity centers around valuing women’s individuality and celebrating their natural beauty. This commitment to excellence is reflected in their pricing strategy, which positions their products at a higher price point compared to most competitors, targeting an affluent customer base of women.
CAMPAIGNS
DFS, a travel retailer specializing in luxury products based in Hong Kong, and Estée Lauder have recently unveiled an exclusive #BeautyAllNight initiative. This campaign offers customers a unique opportunity to explore their ideal beauty looks before committing to a purchase, drawing inspiration from the popularity of online beauty tutorials. Spanning a month, the campaign tracks the adventures of three enthusiastic travelers who are passionate about social media. They experiment with a range of beauty products, document their transformations through selfies, and share their curated looks on various social media platforms, all while journeying through the vibrant cities of New York, Venice, and Hong Kong. The epicenter of the #The BeautyAllNight movement resides within the DFS WeChat channel.The campaign commenced with an exciting launch event held at T Galleria Beauty by DFS in Hong Kong.
The event featured an interactive photo booth, a captivating “Wall of Kisses,” and an engaging skincare presentation spotlighting the Advanced Night Repair Collection. Various DFS stores in Hong Kong, Macau, Hawaii, and Los Angeles are actively participating in the #BeautyAllNight campaign until May 31st, offering customers an enriching and immersive beauty experience.
Estée Lauder debuts a celebratory Augmented Reality (AR) campaign in collaboration with Snapchat
Estée Lauder has partnered with Snapchat to introduce two festive variations of its Snapchat virtual try-on AR campaigns, building upon the success of earlier campaigns this year.
These AR campaigns prominently feature Estée Lauder’s Double Wear Stay-In-Place foundation and Advanced Night Repair serum, offering users an interactive and immersive experience. What sets this campaign apart is the integration of Snapchat’s ‘Scan’ feature within Estée Lauder’s Advanced Night Repair campaign.
Now, users can trigger the AR lens experience by simply scanning the actual product bottle through the Snapchat app. To access this exciting experience, users can open the Snapchat platform and choose the campaign icon from the lens carousel, or they can opt to scan the dedicated snapcode.
Once activated, users gain access to the entire range of Estée Lauder’s Double Wear or Futurist Hydra foundation options, all conveniently displayed at the bottom of the screen. Furthermore, they have the opportunity to complete their look with a selection of lipstick shades. To make the purchase process seamless, users can swiftly navigate to online shopping by swiping up, turning this engaging AR experience into a potential purchase opportunity.
EMBRACING THEIR SOCIAL MEDIA
Estée Lauder maintains an active presence on various social media platforms, including Instagram, LinkedIn, Facebook, and Snapchat. Among these platforms, its Facebook account boasts the highest number of followers, followed by Instagram, with LinkedIn having the least.The Facebook and Instagram handles of Estée Lauder have a substantial following, ranging from approximately 40,000 to 60,000 followers. Notably, LinkedIn serves as a more professional social media platform, which typically doesn’t attract a teenage audience. Consequently, it has fewer followers in comparison.
Estée Lauder’s social media strategy encompasses a mix of content. While there are occasional posts about the launch of new products, the primary focus of their posts revolves around promotional and educational content. This approach enables them to engage with their audience effectively while keeping them informed and inspired. As a beauty social media marketing agency we are intrigued by their social media strategy, are you?
Estée Lauder's Keyword Strategy
Estée Lauder’s SEO performance reveals valuable insights into their digital marketing efforts. SEO rankings suggest that having fewer than 500 keywords is suboptimal, while exceeding 1000 is commendable, and surpassing 10,000 is nothing short of remarkable. In this context, Estée Lauder’s utilization of organic keywords is a positive indicator, signifying the effectiveness of their digital marketing strategies.
INFLUENCER MARKETING
Estée Lauder, a cosmetics powerhouse, boasts ownership of approximately 30 esteemed brands such as Aveda, Bobbi Brown, Bumble and bumble, Clinique, La Mer, and MAC.
In addition to this impressive lineup, the company strategically collaborates with renowned spokesmodels, including Karlie Kloss, Kendall Jenner, Elizabeth Hurley, and Joan Smalls, to promote their wide array of products.
One of Estée Lauder’s notable campaigns aimed at leveraging the power of social media influencers to enhance brand visibility on Instagram. This innovative approach also involved conducting an influencer survey to gain valuable insights into the prevailing sentiments surrounding the beauty industry on social platforms.
Notably, Estée Lauder achieved the distinction of being Vamp’s inaugural client to employ influencers for market research. Furthermore, Estée Lauder’s portfolio of brands has harnessed the allure of fresh celebrity faces to serve as brand ambassadors, a strategy that has borne fruit.
Recent data indicates an impressive 84 percent increase in profits, largely attributed to the company’s digital transformation. This success underscores the enduring potential of the online market, particularly when it hinges on cultivating a direct, quality-driven, and creatively engaging relationship with customers.
Redefined Content Marketing
Traditionally, luxury brands have been known for dictating trends and conveying their editorial perspective through conventional channels, employing aspirational imagery to spur desire. Estée Lauder, however, has embraced a different approach, marked by transparency and open dialogue. Their tagline, “Let’s beauty together,” underpins their marketing strategy and yields substantial dividends in terms of customer loyalty.
Estée Lauder recognizes the unique role of each social media platform. Instagram showcases live stories and eye-catching posts, providing quick visual delights. YouTube becomes the canvas for informative long-form content. Facebook and Snapchat come alive with event coverage. The emphasis is never on direct brand selling but rather on indirect promotion through engaging and educational content.
On social media platforms and the website alike, Estée Lauder curates content tailored to its industry, forging associations between the brand and content that resonates with its audience. This strategy not only garners relevant traffic to their website but also fosters a strong sense of connection.
To captivate and engage your desired audience without imposing purchase demands, a fundamental grasp of crafting a comprehensive content marketing strategy is essential. It’s the key to ultimately transforming them into paying customers, all without heavy-handed persuasion.
WRAPPING UP
In today’s digital age, the landscape of marketing has evolved, providing brands of all sizes with the tools to reach a global audience. Establishing and nurturing a loyal customer base is now more crucial than ever for business success, given the fierce competition in the market. Estée Lauder’s continued adaptation and innovation in the realm of digital marketing have positioned them as a shining example of effective marketing strategy. As they forge ahead, the future appears promising, with the potential for even greater success on the horizon. Estée Lauder’s journey is a testament to the power of strategic marketing in a rapidly changing world.
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