Beauty Branding -Brand Acumen

1. the beauty of a single flower...
can change everything

2. IS THE ESTEE LAUDER CONSUMER?
IS SHE LOOKING FOR IN BODY CARE?
Age 35-55
Gen X – Baby Boomer
Loyal, Honest, Conscientious & Secure
Embodies Modern American Luxury
Shops In Department Stores
Disposable Income for Beauty Care
Embraces Aging Gracefully
High Performance Quality Treatment Products
Extension of Skin Care Benefits
Nature-Inspired Ingredients Backed by Scientific Research
Claims That Deliver on Their Promise: Therapeutic, Restorative, Hydrating, Radiance
who
what

3. Kitchen & Natural Goodness
Fruits & Gourmands
Traditional Provence
Sea & Spa
Nature Inspired Plants, Herbs & Spices
The Vineyard
Luxurious & Rare
BRANDS IS SHE INSPIRED BY?
COMPETITIVE BRAND INGREDIENT THEMES
what overview
PREMIUM
TRE
ATMENT
FRAGR
ANT LUXURY
INGREDIENTDRI
VEN
NOVE
LTY
ICONIC LUXURY

4. THE ESTEE LAUDER COMPANIES - BATH & BODY CARE BRANDS
portfolio
Ingredient inspiration is derived from NATURE’S BOUNTY - the beautiful,
therapeutic waters of the sea, plants powered by science and vitamin
enriched goodness to nourish and protect the skin.
ESTEE LAUDER SIGNATURE BRANDS
packaging

5. CURRENT FLORALS IN THE MARKET
what’s trending?NEW INGREDIENT CONCEPT - FLOWERS
opportunity
The beauty and femininity of flowers in fragrance has always captivated consumers with their classic and
iconic fragrance directions. Now in a fresh, new light, we see these beautiful flowers from around the world
adapted for their powerful skin care benefits, while embodying the purest, most feminine form of luxury.
1. CLARINS Body Lift High Definition Cellulite Control (Geranium, Sunflower) 2. ORLANE B21 Extraordinaire (Blue Iris)
3. BLISS Fatgirlsleep (Lotus Flower, Lavender) 4. TATCHA Camellia Oil (Camellia Flower) 5. CHANEL Sublimage La Creme
(Golden Champa Flower) 6. L’OCCITANE Rose 4 Reines (Rose), Pivoine Flora (Peony), & Cherry Blossom Hand Cream
7. DIORSNOW Moisturizing Lotion (Velvet Peony, Pure Lily, Crystal Iris) 8. GUERLAIN Orchidee Imperiale (Orchid)
1
5
2
6
3
7
4
8

6. ESTEE LAUDER - F L O W E R G A R D E N S
collection inspiration

7. LUXURY BATH & BODY CARE
prestige
OBJECTIVE
Develop a premium benefit-driven body care collection that offers skincare inspired ingredients with a
luxurious fragrance experience.
THE COLLECTION
LUMINISTTM
,an elegant treatment collection,deeply nourishes and gently hydrates skin to its natural radiance.
Inspired by the ’power of the petals’, the collection is formulated with Estee Lauder’s HydraFlorComplex
which hydrates the skin for added moisture and brightens skin for a flawless and luminous glow. Inspired
by nature and advanced by science, this floral infused complex is extracted from the nurturing petals of
luxurious flowers from the Estee Lauder family gardens.
The collection features two complimentary, performance based ranges that address a woman’s body care
needs for both day and night.
Awaken and hydrate the skin for a radiant glow.
• Body Moisturizer
• Cleansing Body Geleé
• Body Oil
• Hand Cream
• Body Polish
LUMINISTTM name courtesy of:
Immerse your skin in pure luxury.
• Body Soufflé
• Body Shower Oil
• Slimming Treatment
• Hand Treatment Cream
• Body Sugar Scrub
TM TM

8. packaging suggestion
TM
Ι
Cobalt blue is a nod to the Estee Lauder signature heritage. It conveys elegance,
tradition and a regal luxury synonymous with the brand.

9. TM
packaging suggestion
Translucent pearlized white portrays a modern, fresh femininity adding radiance and
luxury to any body care regime. Polished and sophisticated, it conveys a soft, clean appeal.
ΙΙ

10. ESTEE LAUDER ADVERTISING CONCEPT
campaign
PETAL POWER
An ultra-hydrating body care collection that feeds the skin with
powerful nutrients found deep within the delicate petals of the
Himalayan Rain Lily. Skin is left soft, smooth and illuminated.
Awaken and hydrate skin for a radiant glow

11. fragrance suggestions
TM

12. garden lace peony
Top:
Pink Grapefruit, Tea Leaves, Luminous Melon, Ginger Pure JE*
Mid:
Garden Lace Peony, Rosewater, Magnolia Flowers, Watery Cyclamen
Dry:
Fresh Musk, White Amberwood, Violet Leaf
*Mane Specialty
MF206393 - Floral/Green
TM
Softening • Conditioning • Brightening
MF206397 - Aromatic/Floral
Firming • Reparing • Hydrating
chinese bellflower
Top:
Crisp Mint Leaves, Pink Pepper Pure JE*, Ginger Pure JE*
Mid:
Cardamom Tea , Jasmine Absolute*, Lavande Feuilles JE*, Chinese Bellflower
Dry:
Soft Vanilla Bean, Skin Musk, Emerald Moss
*Mane Specialty
TM

13. japanese cactus flower
MF206399 - Fruity/Floral
Top:
Green Apple Granny JE*, Pear Skin, Fresh Greens
Mid:
Crimson Cyclamen, Tender Rose, Japanese Cactus Flower
Dry:
Sheer Musk, Tolu Balsam*, Tonka Bean*, Bamboo Wood
*Mane Specialty
TM
Moisturizing • Illuminating • Fortifying
himalayan rain lily
MF206398 - Floral/Aldehydic
Top:
Fresh Aldehydes, Himalayan Rain Lily, Citrus Water
Mid:
Eucalyptus Pure JE*, Violet Leaves, Tender Muguet, Lotus Blossom
Dry:
Warm Sandalwood, Iris Petals, Driftwood, Watery Musk
*Mane Specialty
Moisturizing • Soothing • Revitalizing
TM

14. fragrance suggestions
TM

15. moonflower
Strengthening • Healing • Conditioning Smoothing • Nourishing • Restoring
japanese apricot blossom
TM TM
MF206406 - Floral/Citrus MF206407 - Fruity/Floral
Top:
Pear Water, White Tea Leaves, Fresh Citrus, Crushed Thyme
Mid:
Night Blooming Moonflower, Orange Blossom, Lavande Feuilles JE*
Dry:
Soft Oakwood, Creamy Musk, Vetiver Grass
*Mane Specialty
Top:
Sparkling Mandarin, Peach Skin, Pink Cassis
Mid:
Jasmine Petals, Japanese Apricot Blossom, Coconut Neo JE *
Dry:
Milky Musk, Vanilla Pure JE*, Sandalwood, Cedarwood
*Mane Specialty

16. Softening • Cleansing • Nurturing
satinwood jasmine
TM
midnight iris
Stimulating • Moisturizing • Regenerating
TM
MF206408 - Floral/Fruity MF206409 - Floral/Vanilla
Top:
Watery Bergamot, White Pear, Pineapple, Coconut Neo JE *
Mid:
Jasmine Grandiflorum JE*, Lily of the Valley, Rosewater, Gardenia
Dry:
Satin Musk, Sandalwood, Vanilla Pure JE*
*Mane Specialty
Top:
Bergamot Peel, Coconut Neo JE*, Lavande Feuilles JE*
Mid:
Midnight Iris, Cacao*, Cocoa Cream, Geranium, Chamomile
Dry:
Tonka Bean Absolute, Calming Sandalwood, Shea Butter
*Mane Specialty