Beauty major Estée Lauder Companies has revealed how the rapid recovery of colour cosmetics in China has informed its global make-up strategy.
While the effects of the COVID-19 pandemic continued to disproportionately impact makeup usage, with net sales declining across nearly all its brands, the company is preparing to welcome a make-up ‘renaissance’.
“Looking ahead, we are preparing a renaissance in make-up, and we anticipate that momentum will gradually build around the world, driven by local reopening and social and professional occasions,” said Fabrizio Freda, president, CEO and director of The Estée Lauder Companies.
“We are strategically well-positioned to grow our sales and capture prestige beauty share make-up recovery with our hero products, robust innovation pipeline, analytics engine, driving aspirational intelligence, and enticing in-store and online activation centred on the omnichannel consumer.”
4 – Top performers: High-end skin care brands domination expected to continue post-pandemic – Lazada
Lazada expects demand for luxury skin care brands such as Estée Lauder, SK-II, and Sulwhasoo to continue on an upward trend, even as the COVID-19 pandemic eases.
Lazada is an e-commerce platform headquartered in Singapore. It is the South East Asian flagship platform of the Alibaba Group and operates in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
Following the COVID-19 outbreak, the platform saw a surge in demand as customers and sellers turned to online sales channels amid various offline disruptions.
According to Lazada, sales of products in the beauty category more than doubled year-on-year in the first quarter alone.
5 – Word-of-mouth influence: KOLs such as top stylists crucial to establishing trust and recognition of Oribe in Japan
Kao Corporation has kicked-off off Oribe’s launch in Japan through premium beauty salons to tap into the influence of key opinion leaders such as hairstylists, which it believes are extremely effective at conveying the value of the brand to consumers.
Oribe was founded in 2007 by Cuban-American celebrity hairstylist Oribe Canales. The brand is widely considered the pioneer of the ultra-luxe hair care category.
The brand has a presence in around 40 markets mainly in Europe and the US. In the US, the brand offers body care and fragrance products in addition to hair care products.
The brand is available in top-class salons and high-end department stores and mainly targets consumers ‘leading a luxury lifestyle’.
Luxury LifeStyle – The recent APAC developments from the biggest names in beauty
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