Promotion is a huge part of any brand, it can increase the sales of their products/services as well as generating trust while showing off the brand values and goals. I am going to talk about one of the main ways that Estee Lauder market themselves in todays day and age.
To the left you can see Estee Lauders Advanced Night Repair to to the right you can see a promotional campaign to help advertise a Night Repair gift set.
Estee Lauder provides high end luxury beauty and makeup products they are well established and were founded back in 1946.
Their foundation is their key selling point and other products can be sold in accordance to the foundation for example, primer and other skin care products which you may use before applying or after taking the makeup off for extra care. Their other main product is their Advanced Night Repair, which is a serum you put on before bed that does wonders while you are sleeping.
To the left you can see Estee Lauders herself and to the right is the early production stages.
Estee Lauder now uses 75% of its marketing budget on influences, according to The Drum (The Drum 2019).
Estee Lauder uses influences by sending them free products in return for a review, or even a video tutorial, this can be done through a wide range of platforms such as YouTube videos, online blogging and social media posts.
They can also sponsor or work in partnership with influences and content creators.
When working with influences and content creators they can tag Estee Lauders social media accounts into their posts and include the product links and other relevant information, by doing this Estee Lauders customer base can see this content as well the influences fans and followers.
Here is an example of an influencer including and tagging Estee Lauder into one of their Instagram posts.
They can then take the review and make an additional post about how this influencer uses Estee Lauder products, you can see on the Estee Lauders Instagram page they have posts called "My Estee Story" and some of these are based on famous/well-known people and why they love Estee Lauder.
Why is this so effective?
People trust people. Someone may love and be a huge fan of an influencer, famous person or even celebrity, they admire their skin and want theirs to look the same, they see a video about some tips and tricks on the celebrities skincare routine, they see a list of products that they use and they are inspired to purchase these products so their skin can also look the same as their idol.
Estee Lauder has worked with influencer Emily Quak and sponsored one of her YouTube videos, she created a video for her 5 top tips to get the most out of your serum. She uses the Estee Lauder Advanced Night Repair Serum in the video. The video so far has had 180,833 views and 1.4K likes (05.04.2021). This just shows the wide range of people this sponsored video has reached.
Here is the YouTube video by Emily Quak which Estee Lauder sponsored showing how many views and likes the video has gained.
World wide audience.
This is very effective because anyone in the world is able to watch these videos if they have internet access, this means theres no limit on how many people can be reach using online marketing.
Here is a map showing the locations that Estee Lauder work in which is why a world wide audience is effective.
A lot of beauty competitors do the same thing and this is very well known in the industry. For example, Lilly Lashes get influences to include a promotional discount code for their products, this way they can track all orders related to that influencer so they can see the stats and analyse this marketing technique.
Here you can see Lilly Lashes using a discount code to analyse the influencer Michael Finch and the sales he has driven.
Estee Lauder and other beauty brands have been using influences for a very long time however, the way they use them has changed due to technology and how customers are now using their phones and social media daily. This could be on a train journey for their commute to work or even sitting on the sofa in the evening scrolling through Facebook and Instagram.
They have used the same principle of celebrities and influences throughout the ages. Back in the 80's Estee Lauder used a lot of paper and print marketing, they would be in high-end fashion magazines as well as having promotional posters, they would then use celebrities who have a huge following or fan base to be the models in their posters and magazine adverts, this creates the same effect to the customer, where if they appreciate that famous person and find out they are promoting a product then that reader will be inspired to purchase the product.
Here you can see an advert from 1975 and how the marketing medium has changed over time.
This is how Estee Lauder uses influencers within their marketing. It's very effective and works well for the amount of time people spend on social media due to technology advancing. This can be reflected and used for any type of brand and product as part of their marketing technique.
Estee Lauders office.
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