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Basic information International Brand: Estee Lauder / ESTEE LAUDER Origin: United States Founding Year: 1946 To enter the Chinese Year: 1993

Brand status Brand Description: Born and raised in 1910 and New York Estee (Estee Lauder), has dreamed of noble women beautiful appearance, exquisite classical features, and and innovative business ideas, strong leadership, many men also called a hard act to . 1930, married, living a happy family life, Estee has not given up on skin health concerns and the pursuit of beauty in the two sons were born later, in 1946, she and her husband established their own company. As a forward-looking beauty of the creator of Mrs. Estee Lauder skin care philosophy and the spirit of innovation is the "United States" the most appropriate manifestation. In 1946, in their own beauty salon, and uncle to do with dermatologist-developed formula, began her beauty career start. Estee Lauder's product development and promotion of perseverance and ability to win in 1948 for her presence at the most exclusive department store Saks Fifth Avenue eligibility. Starting this year, Estee Lauder brand has won a foothold in the high-end beauty products domain. Brand Positioning: Estee Lauder is always a market for classic high-end luxury brand, but as times have different definitions of the luxury products subject to change. Since entering China, Estee Lauder is pursuing: "The real high-end brands to achieve popularity, so that ordinary income consumers have the opportunity to use Estee Lauder products." Brand Style: classic high-end brands. Target: high-end fashion female customer base.

Operating conditions Product Category: main line: skin care, deputy Line: cosmetics, fragrances; Business model: do not stress the brand association, to maintain the relative independence of individual brands Sales channels: high-end department stores, and try to cooperate with the cosmetics chain.