Estee Lauder Companies, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Estee Lauder manufactures and markets skin care, makeup, fragrance and hair care products. The company sells products in more than 135 countries under brands including Estee Lauder, Aramis, Clinique, Prescriptives and Lab Series.
|Main Telephone||(212) 572-4200|
|Main Fax||(212) 527-7883|
Estee Lauder Companies, Inc. ContactsContacts (5/88)
|Daniel A.||Senior Vice President, Global General Manager, Market Development & Global Brand President - Donna Karan Cosmetics||NY|
Sample of Associated Brands
|William L.||Executive Chairman||NY|
|Fred L.||Chairman, Global Affairs||NY|
|John D.||Executive Group President||NY|
|Jane H.||Group President||NY|
|Estee Lauder Companies, Inc.||********|
|Donna Karan Cosmetics||*******|
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Score 50 – Close Watch: Estee Lauder to increase digital, social investments for Clinique, namesa...
Subject: digital, social media, TV, print, Millennial-focused, event, experiential
Company: Estee Lauder
Opportunity: The company is pivoting its marketing to better reach millennials in the face of falling sales. During the Q4 earnings call, CEO Fabrizio Freda said Estee Lauder was focusing more on digital marketing and social media moving forward, adding hat as the company's brand grows globally, “[Estee Lauder is] devoting capability-building resources to strengthen our talent in the digital space, creating our ability to further grow via new technology that enhances our storytelling and maximize consumer engagement.” While this is the strategy for the company as a whole, it is especially true for Clinique.
CFO Tracey Travis added that EL is working to “stabilize and grow EL and Clinique” and that omnichannel initiatives should “evolve” the way consumers experience the brand across all channels. She also pointed out EL's brands that are growing the most now – MAC, Smashbox, Jo Malone – are the “non-traditional advertised” brands (with greater in-store and digital presence). Therefore, sellers should look for increased digital, omnichannel and social revenue opportunities focused toward Millennials, especially ahead of the busy holiday season. But don't forget the more traditionally advertised brands – Travis said the company is looking to balance investments across TV, print, digital and in-store for these brands.
Estee Edit: In yet another attempt to reach a younger audience, EL will launch Estee Edit, a new partnership between Sephora and EL. Estee Edit is a collection designed specifically for millennials and will also be supported by heavy digital and social media. Freda stated that reaching a younger audience was “the specific goal of this action.” Sephora has “excellent” penetration with US millennial customers and elaborated that the ability of the Estee Lauder brand to tailor its activity to Sephora's consumer will have a positive halo effect on the entire brand nationally.
Clinique: Recently launched a new global brand campaign – Face Forward. This campaign focuses on young women influencers to introduce the iconic Clinique brand to millennials. Clinique is also set to launch a new line of moisturizers under the Smart franchise that will be supported by a “robust” digital campaign.
New Product Launch: The company is also launching Modern Muse Le Rouge this fall. This will be supported by TV, digital and print campaigns that will feature Estee Lauder’s newest model, Kendall Jenner.
Media Spend: According to Kantar Media, EL spent $163.2 million on measured media in 2014 – down 56.7% from 2013. Most of 2014's spend was allocated to print ads – $83.8 million, mostly on magazines. The next highest spend channel was broadcast ads, with $56.2 million deployed, mainly on network TV.
Clinique accounted for 17.7% of EL's overall spend, with $29.0 million. Most of this was allocated to broadcast ads, with print coming in second. Digital accounted for only 7.7% of Clinique's 2014 media spend, but expect this to change over the next year.
Estee Lauder (brand) has run 141 standard display ads on 921 publishers so far this year (40% mobile). Top ad destinations include peoplestylewatch.com, glamour.com, style.com and brides.com. For the same period 2014, 127 creatives were run on 475 publishers (27% mobile).
Clinique has run 176 standard display ads on 1,630 publishers so far this year (10% mobile). Top ad destinations include ted.com, refinery29.com, univision.com and shopathome.com. For the same period 2014, 64 creatives were run on 270 publishers (21% mobile).
For both EL and Clinique, the number of ads placed client direct has actually increased over the last year (as opposed to moving toward programmatic).
National TV Spend: All data is per iSpot.tv
Estee Lauder (brand) has spent $8.4 million on national TV so far this year – down from $11 million during the same period in 2014. The most money has been spent to air ads on Bravo, E!, HGTV, Univision and TC during shows such as “Mi Corazon es tuyo,” “Vanderpump Rules,” “Total Divas,” “The Big Bang Theory” and “The Real Housewives of Atlanta.”
Clinique (cosmetics) has spent $13.1 million on national TV ads this year; the skin care division has spent $0 (this is flip-flopped – in 2014, cosmetics received no spend and skin care received $17.1 million). Top dollar has been spent to air cosmetics ads on CBS, FOX, ABC, Bravo and NBC during “American Idol,” “Madam Secretary,” “The Good Wife,” “Chicago PD” and “The Real Housewives of Atlanta.”
Agency Relationships: According to The List, Dentsu Aegis’s OMD handles media for Estee Lauder and Clinique.
Estee Lauder Companies, Inc.
767 Fifth Ave.
New York, NY 10153
Senior Vice President, Global Marketing
Vice President, Corporate Global Digital Marketing