Jane Lauder, Global Brand President of Clinique, recently shared insight into how the iconic brand is engaging new customers to fuel its growth at CEW’s Newsmaker Forum.
In a moderated conversation with Jill Scalamandre, CEW Chairwoman and President, Global Makeup Center of Excellence, Shiseido Americas, Lauder shared her strategies for breaking the marketing norms to innovate at retail and make an emotional connection across generations of consumers to propel Clinique to future success. Attendees gained invaluable insights on how to successfully lead in a dynamic and evolving industry.
“CEW Newsmaker Forums provide a rare opportunity to hear from beauty’s thought-leaders about the state of the industry,” says Carlotta Jacobson, President of CEW. “Clinique is one of the most iconic prestige beauty brands and we’re thrilled to have Jane Lauder share her strategies for future-proofing the brand as she reaches the next generation of consumers.”
About Jane Lauder
Jane Lauder has over two decades of experience in the beauty industry, including 20 years at The Estée Lauder Companies. An innovative marketer with strong management skills and a proven track record as a business leader, Ms. Lauder oversees the Clinique brand, globally. She has also been a member of the Board of Directors of The Estée Lauder Companies Inc. since July 2009.
Key points from Jane Lauder:
Recently, the Clinique fragrance, “Happy” re- entered the list of top 10 fragrances
Changes in the retail landscape:
– shopping malls are closing
– soon over 1/3 of product sales will come from online
– given this shift in retail, Clinique realizes that their beauty consultant is one of their strengths. Because education is key, i.e. giving advice. This helps to build and foster relationships with their customers.
– this education is not just provided in-store, but online as well with Clinique’s online consultants.
– Clinique’s most clicked part of their website is the store locator. Proving that the in-store experience is still a very key part of the business.
– the GWP (gift with purchase) is still a key driver for the business and as Jane says “it’s all about the bag”; the pink bags sell better than other colors.
– influencer marketing is key to their business as well. ex. reverse makeup tutorials, and in China, they use “hot” male influencers to show/sell their products to women.
What is Jane’s feeling about the big indie brand explosion?
She feels that it can’t last forever and they are committed to staying the course by focusing on their strengths: Quality and Expertise. Her toughest challenge right now is how to change fast enough to keep up while maintaining your true self. Her Legacy – grooming the beauty industry leaders of tomorrow.
*Photos courtesy of JF Productions
In what ways do you think brands can successfully lead in a dynamic and evolving industry?
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–Ron Robinson, former cosmetic chemist for Clinique and founder of BeautyStat.com
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