USA: The Estee Lauder Companies Announces Internet Strategy
The Estee Lauder Companies Inc. (NYSE: EL) announced today a comprehensive Internet strategy which will expand the Company's leadership role in the online cosmetics industry. The Company's diverse portfolio of prestige brands, which appeals to a broad range of consumers, is uniquely positioned to capitalize on the enormous marketing opportunities presented by the World Wide Web. The strategy has three major goals: - to develop a powerful database by interacting directly with vast numbers of consumers, adding a new dimension to the Company's marketing efforts; - to increase sales in all channels by integrating traditional and online distribution; - to enhance the well-established equity of the Company's brands by developing and maintaining a three-tiered Internet presence, where the Company's brands will be available exclusively. The strategy includes the following components: - a content-rich, multi-brand beauty site with a distinct identity that will offer prestige brands from The Estee Lauder Companies' portfolio. The site is expected to launch by early 2001; - additional individual sites for the Company's prestige brands, building on the success of the Clinique, Origins and Bobbi Brown essentials sites, which have all developed substantial databases of registered users. All brand sites will encourage traffic to the multi-brand site through direct links; - specially-designed microsites--"stores-within-stores"--that will be available on certain retailers' e-commerce sites. These microsites will convey the unique image and experience of each brand within the retailers' sites. To accelerate the implementation of its online strategy, The Estee Lauder Companies has agreed to acquire gloss.com, a popular Internet beauty site.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-style gives you the widest apparel and textile market coverage.
Paid just-style members have unlimited access to all our exclusive content - including 16 years of archives.
It’s our best ever membership offer – just for you.
Leonie Barrie, editor of just-style
- Will new Vietnam wage hinder competitiveness?
- Under Armour Lighthouse will disrupt production
- Digitisation to drive new apparel-making models
- How TAL Apparel is staying ahead of the game
- Ethiopia violence undermines sourcing strategies
- Marks & Spencer top for modern slavery reporting
- Bangladesh garment workers rally for higher wages
- MAS Holdings shares commitment to sustainability
- Gap to shutter all UK Banana Republic stores
- H&M CEO named sustainability leader
- Africa-Med strategic sourcing review – comparing East Africa, North Africa and Turkey
- REPORT BUNDLE: Africa-Med, Southeast Asia and Central America strategic sourcing pack
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- Apparel (GLOBAL) - Industry Report
- Global Sports and Fitness Wear Market 2016-2020