How Estée Lauder enhances the “human brand”

This article describes how Estée Lauder, the global cosmetics company, has used neuromarketing research to understand the appeal of cosmetics to women and market products in response.

How Estée Lauder enhances the "human brand"

Stephen WhitesideWarc

Applying make-up and watching a commercial for Coca-Cola may seem to be activities with little in common – but both, in fact, reflect an attempt to build brands that are superior to any competitor.

Daniel Yarosh, svp/basic science at Estée Lauder, told delegates at the 2014 Neuromarketing World Forum – an event held in New York by the Neuromarketing Science and Business Association – that an essential need of the "human brand", for female shoppers at least, is fulfilled by wearing make-up that draws attention to specific facial characteristics.

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