ESTEE LAUDER

Estée Lauder Companies, Inc. is a US manufacturer and marketer of skin care, cosmetics, perfume and hair care products. The company has its headquarters in Midtown Manhattan, New York City.

The company began in 1946 when Joseph Lauder and his wife Estée Lauder began producing cosmetics in New York City. At first, they only had four products: Super-Rich All Purpose Creme, Creme Pack, Cleansing Oil and Skin Lotion. Two years later they established their first department store account with Saks Fifth Avenue in New York.

Over the next fifteen years they expanded the range and continued to sell their products in the United States. In 1960 the company started its first international account in the London department store Harrods. The following year it opened an office in Hong Kong.

In 1964 they started Aramis Inc., which produced fragrances and grooming products for men. In 1967 Estée Lauder herself was named one of ten Outstanding Women in Business in the United States by business and financial editors. In 1968 the company expanded again, opening Clinique Laboratories, Inc. Clinique was the first dermatologist guided (Dr. Norman Orentreich), allergy tested, fragrance free cosmetic brand created by Estée Lauder.

Estée Lauder's Clinique brand became the first women's cosmetic company to introduce a second line for men when, in 1976, they began a separate line called "Skin Supplies for Men". In 1981 the company's products became available in the Soviet Union.

LOREAL

The L'Oréal Group is the world's largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine, France, it has developed activities in the field of cosmetics. Concentrating on hair colour, skin care, sun protection, make-up, perfumes and hair care, the company is active in the dermatological and pharmaceutical fields and is the top nanotechnology patent-holder in the United States.

L'Oréal is a listed company, but the founder's daughter Liliane Bettencourt and the Swiss food company Nestlé each control over a quarter of the shares and voting rights.

In 1907, Eugène Schueller, a young French chemist, developed a hair dye formula called Auréole. Schueller formulated and manufactured his own products, which he then sold to Parisian hairdressers.

In 1909, Schueller registered his company, the Société Française de Teintures Inoffensives pour Cheveux ("Safe Hair Dye Company of France" literally "French Society of Inoffensive Hair Dyes"), the original L’Oréal. The guiding principles of the company, which eventually became L’Oréal, were research and innovation in the field of beauty.

In 1920, the small company employed three chemists. By 1950, the research teams were 100 strong; that number reached 1,000 by 1984 and is nearly 2,000 today.

L’Oréal got its start in the hair-color business, but the company soon branched out into other cleansing and beauty products. L’Oréal currently markets over 500 brands and many

thousands of individual products in all sectors of the beauty business: hair color, permanents, hair styling, body and skin care, cleansers, makeup and fragrances. The company's products are found in a wide variety of

ESTEE LAUDER Brand Identity

The CORE Identity

Product thrust: skin care, cosmetics, perfume and hair care

User profile: women between the ages of 28 and 40 with higher incomes.

Performance: Lauder’s legacy is the products and brands she invented as a skin pioneer, she later became one of the world’s leading fragrance noses creating a host of best-selling scents. Consumer care centres are globally handled.

Enhancing lives: by believing in – that every woman can be beautiful

The EXTENDED Identity

Brand personality: classic, urban and innovative

Basis for relationship: global leaders in prestige beauty

Subbrands: Aramis and Clinique, Origins, La Mer., M.A.C, Bobbi Brown, and Stila; Aveda, Jo Malone and Bumble and bumble, the New York-based hair care company and salon.

Logo: “EL” symbol

Slogan: Bringing the best to everyone we touch.

Organizational associations: Annual Breast Cancer Awareness Campaign involves all of the 18 brands that make up. MAC aids fund, Aveda earth fund

distribution channels, from hair salons and perfumeries to hyper - and supermarkets, health/beauty outlets, pharmacies and direct mail.

L’OREAL Brand Identity

The CORE Identity

Product thrust: hair colour, skin care, sun protection, make-up, perfumes and hair care

User profile: women between the ages of 18 and 50. He/she who has high interest in fashion

Performance: the beauty ingredience and wellbeing has given consumers immense satisfaction and enhanced beauty

Enhancing lives: Enrichment through diversity

The EXTENDED Identity

Brand personality: fun, trendy, affordable,

Basis for relationship: products uniqueness makes it popular and well known amongst all ethnic groups. , it is glamorous, soft and caring.

Subbrands: Plnitude, Elvive haircare and Studio Line styling products., Elnett, Rcital, Excellence, Fria, Perfect Blonde, Open, Casting L'Oréal Kids, Maybellin, Bodyshop and Garnier.

Logo: L’Oreal Logo

Slogan: Because you’re Worth it

Organizational associations: annual Women of worth award.

Endorsers: Past 'faces' for Estée Lauder include Karen Graham, Bruce Boxleitner, Shaun Casey, Willow Bay, Paulina Porizkova, Elizabeth Hurley, Carolyn Murphy, Anja Rubik, and actress Gwyneth Paltrow. As of 2008 the main spokesmodel for Estée Lauder is supermodel Hilary Rhoda. In 2010, the company added 2 more faces to the roster, Chinese model Liu Wen and French model Constance Jablonski.

Endorsers: Ben Affleck, Jessica alba, Gerard Buttler, Scarlet Johanson,Beyonce Knowles, Sarah Jessica parker, Aishwarya Rai, Kate Moss, Diane Keaton, Sonam Kapoor

Kapferer’s Prism for brand identity of Estee Lauder

Kapferer’s Prism for brand identity of L’Oreal

Vs

BRAND MANAGEMENT

By Saumya Kapur

MFM Sem II

Roll No: 36