Estée Lauder Companies Inc. - Statistics & Facts

Estee Lauder has risen to prominence in the global beauty market since being founded by Estee Lauder and her husband Joseph in New York City in 1946. In 2016, Estee Lauder was the 9th leading cosmetic brand worldwide based on brand value. However, for cosmetic brands to maintain relevance in the 21st century, and to entice the younger generation of beauty enthusiasts, online markets have become more important. A look at the global beauty brands ranked by total YouTube channel views shows that the brands under the Estee Lauder label face stiff competition online.

While still a significant force in the global beauty market, Estee Lauder does not possess the marketing resources of the markets biggest players. A comparison of advertising spending of selected personal care brands in the United States in 2015 with the advertising spending of Estee Lauder companies in the United States from 2012 to 2015 provides context to the marketing environment in which Estee Lauder is competing. The advertising spending of L’Oreal on L’Oreal Paris alone was more than double the total advertising spending of all Estee Lauder companies in 2015. Advertising spending is a telling indicator of brand power in an industry defined by image and perception.

Obtaining a share of the market across various products is essential to the success of diverse companies such as Estee Lauder. Given that the average consumer spending on cosmetics, perfumes and bath preparation products in the United States has remained reasonably constant between 2007 and 2015, it can be assumed that consumers will continue to spend on a wide range of products. For Estee Launder, the brand Clinique has proven particularly successful. Among the cosmetics products U.S. consumers said they used the most in 2016, Clinique’s blusher/bronzer ranked second, while their foundation/concealer came in forth.

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