After years of spectacular global growth and a huge home run in China, Estée Lauder’s brand sizzle began to fizzle and it needed a sweeping modernization. Consumer Research revealed the brand was viewed as old-fashioned, tired and “my grandmother’s brand” even among older Boomers.
I led a Global Brand Equity Study designed to refresh the brand and engage the younger customers. We discovered that Mrs. Estée Lauder’s amazing story - a woman who defied the odds to achieve meteoric success - resonated deeply across different generations and cultures around the world. Women admired Mrs. Lauder’s aspiration, determination and courageous imagination. She epitomized the self-made woman they wanted to be - a fearless entrepreneur who refused to listen to experts or settle for anything less than the very best.
I created a new “Brand World” that capitalized on Mrs. Lauder’s entrepreneurial spirit and woman-to-woman approach. I also created a “Tool Box” to guide execution through product innovation, store design, consumer experiences and communication touch-points..
This refreshed brand positioning inspired a series of new products and initiatives including: New Dimension Shape + Fill Expert Serum, Revitalizing Supreme + Cell Power Creme, and a new “always on” campaign for Advanced Night Repair.