Business Wars Estée Lauder vs L'Oréal | Skin in the Game | 3
Feb 10, 2021
Leonard Lauder, son of Estée Lauder and key player in the brand's rise, shares captivating insights from the beauty industry's competitive landscape. He discusses Estée Lauder's bold launch of its evening makeup collection and the strategic innovations needed to fend off Revlon. The conversation dives into Clinique's initial struggles and the marketing pivots necessary for success. Additionally, Lauder highlights L'Oréal's transformative slogan 'Because I'm Worth It,' showcasing the evolving narrative of empowerment in beauty.
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Black and White Ad Campaign
- Leonard Lauder, overseeing Estee Lauder's advertising, questioned the use of black and white in a new ad campaign.
- The campaign featured a two-page spread in major magazines, showcasing the company's new evening makeup collection.
Counter Feud
- Charles Revson leveraged his connections to secure a prime counter spot at Bonwit Teller for Revlon, originally intended for Estee Lauder.
- Leonard Lauder instructed his regional manager to physically guard the Lauder counter, leading to Lauder securing the location.
Estee Lauder's Exclusive Strategy
- Estee Lauder, despite being smaller than Revlon, used its exclusive, high-end positioning to its advantage.
- This allowed them to negotiate prime retail placements and cultivate a loyal customer base.