Estee Lauder - Cosmetics Company Back on Track Thanks to new Brand Strategy!

Business drivers: Estee Lauder (EL) has established itself as one of the leading players in makeup, skincare, perfumes, and haircare products with its diverse core brand portfolio (Estee Lauder, Aramis, Clinique, Lab Series, Origins, MAC, Bobbi Brown, Aveda). However, recently, it has suffered from significantly declining sales due to subdued consumer demand in many key end markets. In particular, in China, the beauty giant has performed much weaker lately, partly due to the competitive environment. Accordingly, Estee Lauder is planning to significantly...