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

Related tags: Estée lauder, Investment

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

Tagra WS SA50™ Water-Soluble Salicylic Acid

Tagra WS SA50™ Water-Soluble Salicylic Acid

Tagra Biotechnologies | 30-Nov-2020 | Product Presentation

Watch Tagra’s Water Soluble Salicylic Acid WS SA50​™​ video to see how to make alcohol-free formulas, sensitive skin formulas, and many more!

CameleonCaps™ Brochure: Asian Shade Chart

CameleonCaps™ Brochure: Asian Shade Chart

Tagra Biotechnologies | 09-Nov-2020 | Product Brochure

Asian skin tones often present a challenge for cosmetics manufactures so; we created a special brochure with a shade chart dedicated to Asian skin tones...

First-of-its-kind Skin Moisturization: HyaClear® 7

First-of-its-kind Skin Moisturization: HyaClear® 7

TRI-K Industries Inc. | 02-Nov-2020 | Data Sheet

As a gold standard in skin moisturization, hyaluronic acid is known to provide varying degrees of benefits depending upon its molecular weight. HyaClear®...

Related suppliers

Follow us


View more