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13 May 2021
Estée Lauder eyes China to plan future make-up trends
Purchase behaviourCosmetics, beauty aidsGreater China
Cosmetics giant Estée Lauder says the swift rebound in colour cosmetics in China post-pandemic has led it to forecast a make-up “renaissance” globally.
Why it matters
Make-up use has been severely affected by the pandemic, says the company, with sales down across all its brands; but the experience in Australia, Israel and especially China, which are all at the leading edge of recovery, has led to grounds for great optimism for growth.
Make-up sales in China have returned to growth, up double-digits; people are shopping with confidence, including in bricks-and-mortar stores.
The experience in China suggests make-up shoppers will return to physical shops because interaction with products and people is an important part of the shopping process.
Consumers, say Estée Lauder, are going to back to basics in terms of make-up and re-building their core routines, looking again at foundations, lipsticks and mascaras. There is an appetite for newness and novelty.
The company is leveraging data and analytics to refine the type of products it will promote and is ready to bring back core products, with an array of new looks.
“Looking ahead, we are preparing a renaissance in makeup. And we anticipate that momentum will gradually build around the world, driven by local reopening and social and professional occasions” – Fabrizio Freda, president, CEO and director of the Estée Lauder Companies.