Estee Lauder, founded 59 years ago, always regarded as "mature" and "conservative" by young generation.
In April 2005, Estee Lauder sign a deal with Gucci Designer Tom Form to resuscitate it brand.
The launch of the Tom Ford Estee Lauder Collection attracted a crowd of over 1000 people to Saks Fifth Avenue in New York City.
Tom Ford is among the most highly respected and successful designers of the last decade. Ford is credited for reviving both Gucci and Yves Saint Laurent through influential collections and provocative ad campaigns. During 10 years as Creative Director, Gucci sales increased from US$230 million in 1994 to almost US$3 billion in 2004, making Gucci one of the largest, most profitable luxury brands in the world.
The 14 Sets Tom Ford collection are said drawing "not bad" revenue. Especially
gold colour Amber Nude: The Lip which cost USD35 and black colour eye-lash costing USD40.
Before the launch of Tom Ford collection. Estee Lauder was view as a old fashion brand, even unable to compete with it own secondary brand: MAC or Bobbi Brown.
NPD Group's NPD Beauty analyst said although Estee Lauder is the top 3 selling brand at Department store. The profit growth of other niche brand like N.V. Perricone M.D. and Philosophy really make Estee Lauder worried.
Those who show up at Saks Fifth Avenue included more mature loyal customer of Estee Lauder. They more attracted by a product transform from 1953 Youth Drew Amber Nude
Market researcher Young Group President Karen Young said "All cosmetic brand are targeting people group age 25 to 30. Which do not hesitate to spend. However, Estee Lauder traditionally is a brand that belong to middle income conservative brand, not a leading fashion brand.
Tag: Cosmetic : Beauty:Health & wellness
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