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

 
• By Ryan Nelson

"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.

Amid growing competition from flashy upstarts, the Estee Lauder Companies, Inc. is relaunching "hero" products in new channels and geographies to show younger consumers what they've potentially been missing.

During the firm's fiscal 2017 third-quarter earnings call May 3, CEO Fabrizio Freda discussed the increasingly crowded cosmetics marketplace and Lauder's outlook on hot emerging brands that, in

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