Business Wars Estée Lauder vs L'Oréal | How Influencers Are Changing the Beauty Industry | 7
Feb 24, 2021
Arabelle Sicardi, an industry strategist and trend forecaster with over a decade in beauty, discusses the seismic shifts in the industry as influencers rise. She highlights how traditional giants like Estée Lauder and L'Oréal struggle against the innovative direct-to-consumer brands led by women of color. The conversation dives into the push for inclusivity and diversity, examining how campaigns featuring stars like Lupita Nyong'o are redefining beauty standards. Sicardi emphasizes the need for established brands to adapt to this evolving landscape while engaging a socially conscious consumer base.
AI Snips
Chapters
Books
Transcript
Episode notes
Rise of DTC Brands
- The rise of direct-to-consumer (DTC) beauty brands, especially those founded by women of color, is disrupting the industry.
- This shift is driven by changing consumer priorities, increased online shopping, and the influence of social media platforms like TikTok and Instagram.
Influencer Marketing Challenges
- Established brands like Estée Lauder and L'Oréal struggle to maintain relevance in the influencer-driven market.
- They often rely on social media agencies to navigate influencer selection and outreach.
Measuring Success in the New Landscape
- The success of beauty brands is now tracked through different metrics.
- Publicly traded companies like L'Oréal and Estée Lauder reveal performance through stock market data and annual reports, while DTC brands often maintain a narrative of scarcity and high demand.
