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Published by:
ESSEC Business School (2011)
Version:
April 2011
Revision date:
07-Jun-2011
Length:
33 pages
Data source:
Field research

Abstract

Estee Lauder Companies is a cosmetic and personal care products company, which manages a diverse portfolio of 28 brands well recognized for their quality and status worldwide, including Estee Lauder, Clinique, Origins and Aveda. Since its inception in 1946, Estee Lauder grew from a family business to a cosmetic giant in the US and later globally with its innovative ideas and development of its product segment. With annual sales of $7.8 billion, the company''s products are sold in over 150 countries and territories, and it counts with more than 31,000 employees across the globe. In recent times consumer awareness of social responsibility of the cosmetic industry rose, especially regarding animal testing and ecological issues. Estee Lauder Companies adjusted to the changing market requirements and focused more and more on its corporate responsibility. Today, almost every brand in the Estee Lauder group is linked with activities concerning current issues, from breast cancer, over water shortage or AIDS awareness. The case offers scope to discuss strategies, which enforce not only the growth of a multinational company, but also underlines its corporate responsibilities. Keywords: consumer awareness, green and social support, sustainability, innovation, authentic business, global philanthropy, animal testing.

Topics

Estee Lauder; Cosmetics industry; Beauty industry; Corporate social responsibility (CSR); CSR activities; Economic value of CSR; Social responsibilities; Social investment; Environmental responsibilities; Environmental stewardship; Corporate responsibilities; Ecological trends; Ecological issues; Consumer mindset
Location:
Industry:
Size:
US7.8 billion, 31000 employees
Other setting(s):
2011

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