Business Wars Estée Lauder vs L'Oréal | Buying Spree | 5
Feb 17, 2021
In 1991, Estée Lauder shifts gears post-crash, eyeing acquisitions to expand its brand. They target the trendy MAC and Bobbi Brown while competing with L'Oréal, which gambles on revamping Maybelline. The strategic moves reveal the fierce rivalry in the beauty industry as both companies navigate mergers and market expansion. Listeners dive into how these acquisitions reshape the cosmetics landscape, highlighting the battle for brand individuality amidst fierce competition.
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Lauder Visits MAC
- Leonard Lauder visits the first MAC store in Greenwich Village, observing the young, diverse clientele.
- He's impressed by the vibrant makeup and the unique atmosphere, unlike traditional brands.
Acquisitions for Growth
- Lauder recognizes the need for acquisitions to gain new customers and innovative ideas.
- He seeks brands that complement, not compete with, existing Estee Lauder lines.
Lauder Champions MAC
- Lauder champions MAC's acquisition, highlighting its unique appeal to a diverse, young audience.
- He views MAC as reminiscent of Estee Lauder's early, independent spirit.
