Swot Analysis Of Estee Lauder

The company, Estée Lauder Company Inc. (later, Estee Lauder) was formed in 1946. The brand began with producing cosmetics in the New York City, with only four products: cleansing oil, skin lotion, super rich all purpose crème and crème pack. Two years later, in 1948, the first counter was opened at Saks Fifth Avenue department store in New York (Chesters, 2012).

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Although the company was launched in 1946, the brand could be dated back to the 1920s. During the 1920s in New York City, a Hungarian chemist, John Schotz developed a face cream with his niece, Josephine Esther Mentzer (Estee Lauder), the cream was called as “Super-Rich All Purpose Crème”. They sell this product in a salon and give free samples to their customers. Later, Josephine

They continuing to innovate in every aspect of their business. The company put a greater focus on consumer insights and integrating brands, regions and functions to leverage scale and efficiencies. In order to aim both the men and women market, they continuing to At the year of 1964, Estee Lauder launched their first men fragrance brand “Aramis”, it was the first prestige men 's fragrance to be sold in department stores. Four years later, Clinique was found as the first dermatologist-created, prestige cosmetic brand and as aligned with Estee Lauder, the brand’s mission is to offer products for men and women in every skin type and ages. In 1990, Estee Lauder launched the brand “Origin”, it is a skincare brand that offering natural or organic products that combined with the power of nature and modern science. It was an innovation in the industry at that time. During the year of 2012, the company found a new luxury lifestyle beauty and fragrance brand, Aerin Beauty. This brand develops luxurious make-up, fragrances and body products. (“Key Moments”,

The company’s merger and acquisition strategy focuses on small brands with global appeal and brands with the potential to be developed further into big names. Starting from 1994, Estee Lauder acquired a 51% stake in MAC, a makeup artist cosmetics brand, and in 1998, it acquired the entire brand for an estimated $60 million. During 1995, Estée Lauder acquired Bobbi Brown in a move to develop Bobbi Brown’s retail line, Essentials, worldwide. The company spent $300 million to buy Aveda in 1997. Aveda creates high-performance, botanically based products for not only consumers but also beauty professional. La Mer, Jo Malone, Tom Ford Beauty, and SmashBox are brands that acquired by Estee Lauder in the following