Marketing- Estee Lauder

Introduction

We are an advertising agency being invited for a pitch for a cosmetic brand “ Estee Lauder” Hong Kong market. In this highly competitive market, we developed a realistic, strategic and creative communication plan in order to build brand equity and strengthen the brand positioning. A strategic communication plan together with a print ad and 30 second TVC would be presented.

Overview

“I want to show as many women as I can reach, not only how to be beautiful, but how to stay beautiful.” – Estee Lauder.

Estée Lauder Companies, Inc. is a US manufacturer and marketer of skin care, cosmetics, perfume and hair care products. The company has its headquarters in Midtown Manhattan, New York City.

The company began in 1946 when Joseph Lauder and his wife Estée Lauder began producing cosmetics in New York City, New York. At first, they only had four products: Super-Rich All Purpose Creme, Creme Pack, Cleansing Oil and Skin Lotion. Two years later they established their first department store account with Saks Fifth Avenue in New York.

Over the next fifteen years they expanded the range and continued to sell their products in the United States. In 1960 the company started its first international account in the London department store Harrods. The following year it opened an office in Hong Kong.

In 1964 they started Aramis Inc., which produced fragrances and grooming products for men. In 1967 Estée Lauder herself was named one of ten Outstanding Women in Business in the United States by business and financial editors.

A Spirit of Achievement Award followed this from Albert Einstein College of Medicine at Yeshiva University in 1968. In that year the company expanded again, opening Clinique Laboratories, Inc. Clinique was the first dermatologist guided (Dr. Norman Orentreich), allergy tested, and fragrance free cosmetic brand created by Estée Lauder.

Estée Lauder's Clinique brand became the first women's cosmetic company to introduce a second...