Named after its founder, Mrs Estee Lauder, Estee Lauder, a small company born in New York, is now the world’s biggest company for skin care products, cosmetic and perfume. Now, its products are sold in over 13,000 outlets in over 130 countries in the world. It is good at researching and new product developing. Also, it keeps a harmonious relationship with its customers, which make it possible for the company to acquire more development in the future. Mrs Estee Lauder had always insisted that a woman can always be beautiful and fashionable. Thus she injected her own lifestyle and sensitivity to fashion into the brand.
Now, Estee Lauder Group has many famous brands. Its top brand is LA MER. Then Estee Lauder follows as the first tier brand, and Clinique and Origins follow as the second tier brands. Smaller brands also include Arami, Prescriptive, Tommy Hilfiger Toiletrie, Kiton, Darphin, Michael Kors Fragrance and Bobbi Brown.
It has been reported that Estee Lauder has launched a brand called Osiao in Hong Kong in mid-October, 2012. This brand is specially designed for the skins of Asian people. According to Veronique Gabai-Pinsky, the global brand director of Estee Lauder Group, Osiao is going to be introduced into mainland China after 18 months.
According to the information from Estee Lauder, in the accounting year 2012, China has become the third biggest market for Estee Lauder, following only after the US and the UK. The annual turnover reached 500 million dollars. In the first quarter of accounting year 2013, the net sales value in Asian and Pacific districts was 542 million dollars, 22% of the total turnover. Specialists in the retailing industry believe that, although the global economy seems to perform not very well, and the speed of economic development will slow down a bit in China, there is still huge internal demand in China. High-end cosmetics have nearly half of the total market.
Also, according to the CEO of Estee Lauder in Asian and Pacific Districts, Fabrice Weber, Estee Lauder has great interest in China market. He hopes that Estee Lauder can really merge into China market instead of being a ‘foreign’ company. For the brand, China will become Estee Lauder’s second home, following North America. He agrees that the growth of market demand in China’s first tier cities have slowed down a bit, but the market demand in second and third tier cities are still powerful.
On June 2nd, 2011, Estee Lauder announced the establishment of its Asian R&D Center in Shanghai(上海). Up to the end of the accounting year 2011, it has 38 outlets in China, and it will have more outlets in the future in second and third cities.
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