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Estée Lauder Companies: advertising spending in the U.S. 2012-2018

Published by A. Guttmann, Jul 1, 2020

The Manhattan based beauty product manufacturer Estee Lauder spent close to 1.09 billion U.S. dollars on advertising in the United States in 2018, reaching an all-time high compared to the last six years when the investments never managed to surpass a billion dollar mark.

Estee Lauder’s strides in digital marketing

Taking into account the increasing popularity of influencers and their ability to organically grow brand awareness, In 2017 Estee Lauder joined forces with an influencer marketing platform and ventured to first research the beauty product consumer sentiment and then boost brand awareness by employing influencers as the company’s online ambassadors. For that purpose the social media influencers were given the freedom to choose which products to endorse and then upload how-to videos to YouTube. In addition beauty consultants engaged with consumers via Facebook chat and most importantly prospective customers had the opportunity to virtually test lipstick and eye shadow colors thanks to specifically designed digital tools. Owing to these efforts, Estee Lauder gained 120 pieces of content and reached more than three million users doubling their expected outcome of 1.5 million. The insights from the survey part of the campaign also revealed that Mac, Mecca and Clinique were the top three Estee Lauder brands on Instagram.

Estée Lauder Companies' advertising spending in the United States from 2012 to 2018 (in million U.S. dollars)

	Spending in million U.S. dollars
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Release date

June 2019

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Region

United States

Survey time period

2012 to 2018

Supplementary notes

The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology. Figures for the years 2012 and 2013 come from earlier AdAge publications.