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Lauder Tailoring Strategy To Meet Millennials, Makeup Demand

 
• By Ryan Nelson

Lauder is deemphasizing anti-aging in favor of instant-benefit skin care and positioning skin care as a base for optimal makeup results, among other tactics to engage Millennials and drive sales. Company executives discussed Lauder's evolving approach across product categories, along with a new cost-savings initiative dubbed Leading Beauty Forward, during its third-quarter earnings calls May 3.

The [Estee Lauder Companies Inc.] is capitalizing on voracious makeup demand and adapting skin-care innovation away from anti-aging to provide instant benefits in line with younger consumer preferences.

With the Millennial generation square in its sights, the firm also is increasing its focus on digital and social-media outreach and refining its distribution model with a greater

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