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The New Face of Beautiful Aging
By: Nancy Jeffries
Posted: January 8, 2007, from the January 2007 issue of GCI Magazine.
page 6 of 7According to Marjorie Lau, vice president marketing, Estée Lauder North America, “Beauty is not about chronological age.” Lau states that the Lauder core customer is over 35, and the focus is more on health, feeling good and looking your best at any age.
Consumers are diverse, and while some select “basic” cosmetics, others have more complex needs. Lauder products are designed to address those needs. “It all has to do with a person’s attitude and how they define aging for themselves,” said Lau.
In keeping with the company philosophy, Lau noted personalizing service and products are key strategies employed by the Lauder Companies.
A new online strategy that supports the launch of Advanced Night Repair Concentrate Protective Recovery Complex offers women an opportunity to share their beauty secrets. “Our goal was to launch a new product, Advanced Night Repair Concentrate, and reinforce the strong heritage of the existing franchise with an interactive program that would facilitate a word-of-mouth campaign among women. Today, more than ever, the success of a beauty product is dependent on women sharing their beauty secrets,” said Lau.
The Lauder’s www.thelittlebrownbottle.com site was launched in September 2006. Visitors will find history, customer testimonials, product information and tips on ways to relax and renew themselves. In addition, the final component of the Advanced Night Repair Concentrate online marketing campaign will be a media buy across a variety of Web platforms—including The New York Times, AOL and www.style.com. The Estée Lauder brand also has reached into the “blogosphere,” and secured ad space on www.myfashionlife.com, www.agingfabulous and www.mommieswithstyle.com—in keeping with the company’s “lifestyle orientation” for women of all ages in the global community.