Estée Lauder praised for digital achievements in China

Estée Lauder praised for digital achievements in China

With digital channels offering consumers a fast, reliable and authentic insight into their favourite brands, the prestige beauty manufacturer is maximising its awareness in the Chinese marketplace.

Estée Lauder has invested its resources in pursuing market research and digital opportunities in social media and mobile optimisation. So much so, that it has been rewarded for its efforts as two of its brands have joined the list of China’s top 10 beauty brands.

L2, an intelligence provider, compiled performance data through its Digital IQ Index from 98 beauty brands in the country, before announcing that Estée Lauder had reached the top spot.

The Beauty China 2017 report chose Estée Lauder as its winner, due to its strategic marketing and implementation achievements on both mobile and social media platforms.

Marketing on a Genius level

The report stated that one aspect of its phenomenal success — which led the company to be awarded the only Genius spot on its list  —  was its on-trend approach to livestreaming.

It has utilised platforms including Alibaba and TMall, along with key online influencers on WeChat (KOI) who have named Estée Lauder more times than other market competitors.

As CDA reported, livestreaming became the digital action of choice in 2016, with four-fifths of brands opting to broadcast live video content to its target audience to build awareness, confidence and loyalty.

Understanding how we shop

Clinique, an Estée Lauder brand, came sixth in the list of 98 beauty brands, largely due to its focus on communicating and connecting with customers online.

The beauty name, which focuses on skin care, cosmetics and fragrances, also livestreams, along with publishing user reviews from social media platform Weibo and community sites.

It also generates interest through promoting sampling campaigns that offer its prospective customers a glimpse into its product ranges.

Knowing your market

Understanding the marketplace is fundamental, particularly as,“China’s digital landscape is complex and ever-changing”, said Stéphane de La Faverie, Global Brand President, Estée Lauder.

As such the company puts their achievement down to “great strategic thinking, creative execution and smart usage of new digital functions that are critical to winning in this extremely competitive market”.

Mobile is the main platform used for online shopping, and so the brand focused its research efforts on the digital landscape to grow its brand identity to new markets.

As Euromonitor International reports, China is prioritising online distribution to balance its economic uncertainty. Therefore, with almost 1,100 e-commerce sites, the company’s impact on the Chinese marketplace may be a model for other brands to base their digital ambitions on.

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