Estee Lauder: Winning Customers with a Personalized Digital Beauty Experience
| Case Code: MKTG444 Case Length: 6 Pages Period: 2015-2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.300 Organization : The Estée Lauder Companies Inc. Industry :Cosmetics & Toiletries Countries : United States Themes: Technology in Marketing, Brand Strategy, Mobile Digital Platform, Marketing Strategy |
Abstract Case Intro 1
Introduction
In late 2021, The Estée Lauder Companies Inc. (ELC) announced that the digital technology solutions that it had employed in recent years had enabled its brands to customize consumer outreach better. The company added that the solutions had leveraged data to merchandise and personalize communication, thereby leading to higher conversion rates for new consumers and a higher level of relationship building that fostered customer retention. Fabrizio Freda, ELC President, and CEO, added, “Initiatives such as this position us well to realize even greater success with trial and repeat.” ..
Exhibits
Exhibit I: Key Social Media Channels
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