Estée Lauder winning out in emerging markets; turning now to male grooming

By Lucy Whitehouse contact

- Last updated on GMT

Estée Lauder winning out in emerging markets; turning now to male grooming
Estée Lauder has been highlighted as one major international brand which has made particularly strong headway in the emerging markets, and is reportedly now looking to further strengthen its sales by focusing on male grooming.

Market analysts at Trefis have highlighted that, alongside fellow beauty giant L’Oreal, Estée Lauder’s capacity for investment into R&D and advertising in emerging markets, particularly in the Asia Pacific region, means it has managed to win out against those brands with smaller budgets.

Compared to deep-pocketed players like L’Oréal and EstéeLauder, Avon and Revlon had limited R&D and advertising budgets for developing and promoting locally relevant products​,” the analysts confirm.

Milking the emerging markets

Estée Lauder has made strong headway in leveraging the opportunities of emerging markets in the last few years, allowing it to gain share in the face of depleting sales of prestige cosmetics in many developed markets.

Estée Lauder had R&D expenses of over $100 million last year, which totals more than what Revlon and Avon invested into product development combined: analysts suggest this is a key reason the brand has been able to charm in emerging markets.

The beauty company has also been able to benefit from its exclusivity in terms of a prestige brand.

Being a prestige beauty product manufacturer, EstéeLauder has faced limited competition from either domestic or international mass-market brands, adding to its appeal to the emerging market consumer​,” Trefis analysts note.

Male grooming up ahead

Moving ahead, it now looks like the brand is gearing up to tackle the increasingly lucrative male grooming market: it has just launched a new men’s skin care group which currently features Lab Series and Clinique for Men.

The brands in the male group will for the first time operate independently from the company’s female-focused lines.

Men’s skin care is one of the fastest-growing categories in the world, and we thought it was time to put them together so we could talk about both the different venues and ways men are shopping​,” Lynne Greene has reportedly told The New York Times.

Related news

Related products

show more

zemea

Performance of Sunscreens with Zemea® Propanediol

DuPont Tate & Lyle Bio Products | 23-Oct-2017 | Technical / White Paper

Two underutilized OTC Category 1 sunscreen actives include ensulizole and sulisobenzone. Downfalls of these water-soluble actives are crystallization when...

The first Exposome-Proof Natural Skin Brightener

The first Exposome-Proof Natural Skin Brightener

Symrise | 20-Oct-2017 | Product Brochure

Time has come to take a new look on pigmentation disorders. UV has long been identified as the main cause for aging and darks spots. But recent research...

SymDiol® 68 a smart synergistic protectant

SymDiol® 68 a smart synergistic protectant

Symrise | 09-Oct-2017 | Product Brochure

Today, cosmetic formulators face an increasingly challenging task to protect formulations and at the same time answering consumers’ desires for less preservatives...

Related suppliers