Lauder Tuning Out Noisy New Competitors To Focus On Proven 'Heroes'

"In the end, the profitable brands are still the big brands with great hero products with great repeat, and not the many small brands that generate a lot of noise on trial," Lauder CEO Fabrizio Freda asserted during the firm's third-quarter earnings call. MAC's announced rollout to Ulta doors is among efforts the company is undertaking to reassert hero franchises in new channels and markets.