Product details

The 70 year old, Estee Lauder Companies (ELC), was attempting a makeover, targeting the millennial generation, who were revolutionising the beauty industry. With varied perceptions of beauty, the millennials differed a lot from the older generation in terms of their spending, social media habits, shopping habits and a lot more. Traditional companies like ELC were strategising and aimed to attract this generation through acquisitions, online shopping and by using social media influencers. The company's traditional customer base was ageing and its core brand and skin care range including anti-aging products had failed to register growth. ELC was looking to its newer brands that targeted the millennial generation to deliver growth. It had already put in place a number of initiatives to promote and grow these brands. Would ELC's strategies pay-off? In the background of an evolving beauty industry, what more should ELC do to win the millennial generation, the future of beauty brands?