With a Sound Strategic Course, Estée Lauder Is Poised For Improving Sales and Profits
Estée Lauder has long operated as a leader in the prestige beauty enclave (which accounts for about 40% of total beauty care purchases, according to Euromonitor) across the skincare, makeup, fragrance, and hair care aisles. However, its standing has recently been tainted by lackluster innovation and a distribution footprint with outsize exposure to channels in secular decline. Even with these challenges, management hasn't been sitting still; it has orchestrated a plan to drive efficiencies across the organization (reducing its workforce, leveraging its scale, and enhancing its supply chain) to bolster its innovation prowess and marketing support. We view these initiatives as a prudent way to maintain its strong global market share position.
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