雅诗兰黛集团(英文版).doc

TABLE OF CONTENTSIntroduction-3Company Profile-4Brand-7Estee lauder group business strategy -9Sales Channels -9Brand Portfolio -10LA MER-11Este Lauder-13Bobbi Brown-15Clinique-17MAC-20Aramis-26Prescriptives-29Origins-32Tommy Hilfiger-35Donna Karan-37Aveda-39Stila-43Jo Malone-45Bumble and bumble-48Kate spade beauty-51Darphin-52Michael Kors-54Rodan & Fields-55Good Skin-56Grassroots-57American Beauty-58Flirt-59Ojoin-60Tom Ford Beauty-61Ermenegildo Zegna-64Coach-66Kiton-68Lab Series -70Smashbox -71Conclusion -72References-74 INTRODUCTION This assignment is given by Ms. Meera in Product Communalization class about investigate a major apparel manufacturer by interveining managers reading for one companys annual report. This is the final assignment and a group project. Our group members are Liu Ke, Yuan Yu (Iris)and FengAiping. We are from Bachelor of Arts (Hons) in Fashion & Retailing.(Fashion Lifestyle Creative Design semester 4)For wright a profile of the company information we chose a manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products-Este Lauder Companies.- 77Company Profile Este Lauder Companies, Inc. /ste ldr/ is a manufacturer and marketer of prestige skincare, makeup, fragrance 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 Este Lauder (Josephine Esther Mentzer) began producing cosmetics in New York City. They first carried only 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.HistoryOver 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 Este Lauder herself was named one of ten Outstanding Women in Business in the United States by business and financial editorscitation needed. This was followed by a Spirit of Achievement Award from Albert Einstein College of Medicine at Yeshiva University in 1968. In that year 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 Este Lauder.Este Lauders Clinique brand became the first womens 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 companys products became available in the Soviet Union.In February 2004 the companys teen-oriented jane business was sold; in April 2006, the professional-quality Stila brand, which Este Lauder purchased in 1999, was sold.The company has had sometimes iconic spokesmodels, sometimes referred to simply as faces. Past faces for Este 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 Este Lauder is supermodel Hilary Rhoda. In 2010, the company added 3 more faces to the roster, Chinese model Liu Wen, Puerto Rican model Joan Smalls and French model Constance Jablonski. Their first campaigns will come out June 2010, and will be shot by Craig McDean.As of 2010 Este Lauder sells its products in department stores across the world and has a chain of freestanding retail outlets. On July 1, 2010, the company acquired Smashbox Beauty Cosmetics, Inc., a brand created in Smashbox Studios in Culver City, California by brothers Dean and Davis Factor (as in Max).On October 28, 2011, Aramis and Designer Fragrances, a division of The Este Lauder Companies Inc., and Tory Burch LLC announced the signing of a multi-year agreement for the exclusive worldwide license of the Tory Burch fragrance business. This partnership marks Tory Burchs first step into the beauty industry. The first Tory Burch fragrance products are expected to be introduced in 2013Company has 27 well-known brandsEstee lauder and Joseph lauder Estee lauder group was established in 1946, locates in the cosmetics industry leading position, production and marketing of high quality skin care, make-up, perfumes and hair care products, product sales all over the world more than 130 countries and regions.American BeautyAramisAvedaBobbi BrownBumble and bumbleCliniqueCoachDaisy Fuentes(divested)DarphinDonald TrumpThe Fragrance (discontinued)Donna KaranEste LauderFlirt!Good SkinGrassrootsJo MaloneKate Spade(divested)KitnLab SeriesLa MerMAC CosmeticsMarniMichael KorsMissoniOjonOriginsPrescriptives(as of January 31, 2010, available only on-line)Sean JohnFragrances (divested)Smashbox CosmeticsStila(sold)Tommy HilfigerTom FordBeautyTory Burch(launching in October 2013)Ermenegildo ZegnaTop brands: La & co inc mer.n (La Mer)A glimmer of brand: Estee Lauder second-line brand: CliniqueThree brands: Stila (has sold), Origins (the declaration) wood products, Prescriptives, Aveda (Ken) and Jo Malone Top cap color makeup brands: Tom Ford cosmetics brands: Bobbi Brown (lang) barbie wave, M.A.C. (consciousness). Perfume brands: Tommy Hilfiger , DKNY,Aramis ,Coach Open brand: Beauty Bank (currently only in the United States Kohl s department store sales, a total introduced Flirt!, American Beauty, Good Skin and to Grassroots four series 550 items Estee lauder group business strategyEstee lauder group is headquartered in New York city, the distribution of production facilities in the United States, Belgium, Switzerland, Britain, Germany, Japan and Canada, has employees more than 20000 people worldwide. In fiscal year 2004,Estee Lauder group, the global sales of $5.8 billion, and a continuous 56 sales growth year after year. Estee lauder group was fortune global 500 companies 360. Its class A common stock to EL code listed on the New York stock exchange in the United States. Marketing from the beginning, Estee Lauder group is very pay attention to maintain the balance of the brand, and as a fundamental standpoint of the company. Even at the time of focus on the development of new brand, the company also stressed by keeping the integrity of the classic products, inventing new kinds of skin care and cosmetics, and constantly use new technology in the production process, make existing brands to obtain further development. Company to forge ahead, the adequacy of marketing plan, at an. In advertising and business promotion, its every brand has its own unique image around the world. Estee Lauder group, one of the secrets of growth, acquisitions are meaningful brand to the company. It in new brands or companies mergers and acquisitions, pursues his own standard, namely the brand or company must bring the unique business opportunities, but also with the companys existing brand complementary rather than weaken the relationship. In addition, they must be for the long-term development of the company in the United States, and even internationally, add potential. M. a. C, Bobbi Brown, Jane, Aveda and purchased Stila these brand, and fully reflects the companys strategy. Estee lauder group mainly through the limited sales channels to sell products, to obtain consistent with his product image effect. These sales channels including high-end department stores, boutique, high-grade perfume shops and pharmacies, secondly, include proprietary stores and supply cabinets, shop, plane and cruise on the duty free shop in airport and city etc. At the point of sale after Jane and Aveda brand, the company added two new channels, namely, customize type retail and professional beauty salons. In November 1998, the company also started to sell some products online. In April 2000, the company announced the merger site included a comprehensive network strategy. Product research and development for many years, the Estee lauder companies for research and development investment, it has been in a leading position in technology. In general, the companys annual sales, a third of developed products from companies in the last three years. The companys research and development department contains biological physical science, product development, customer evaluation, regulatory affairs and aspects of fundamental research, process development now has 395 first-class chemists, biologists, microbiologists and physicist. Company research and development facilities focus on the state of New York Mr Emmanuel, Melville, Belgium, Japan Tokyo, Ontario blain Ma Kem and Minnesota. Brand PortfolioThrough years of efforts, the company has established a unique balance of the brand family. This balance reflects the owning all of the brand positioning, reflected in the brand to attract different consumer groups, also reflected in the brand in the beauty category and the geographic area in the balance of advantage. LA MEREstee lauder group, the LAMER Tehran, the riddle of frost, is regarded as a miracle, cosmetics industry called the king of the cream. La & co inc mer.n has been user secret love Jane, La & co inc mer.n navy riddle cream and skin care miracle and extreme luxury synonymous. Since the space physicist Max. Robert invented it forty years ago, the riddle of cream and it is the rich nutrition of the magical essence of the activity can only use legend to describe. Now the LAMER had a series of amazing skin care products to join, they work together, make the skin recover health and balance.La mer has numerous fans, become a darling of many stars: (Meg Ryan), (Britney Spears) and (oprah winfrey), (Halle Berry), Jennifer lopez to get this magic cream for her love. Mainly to adapt to the age of 26-35 years old Este LauderEstee lauder is its flagship brand cosmetics, Estee lauder companies in the United States to fight decline repair protect skin to taste is founded in 1946. Products cover a wide range of ladies make-up, perfume and skincare products as well as the man perfume and skin care products.Estee lauder brand products with advanced technology, innovative, excellent quality reputation, in more than 130 countries and regions are available at 14000 outlets. Bobbi Brown All black compact packaging, design thin symmetrical arrangement of letters, is the professional makeup brand (Bobbi Brown) unique tag Bobbi Brown mergers and acquisitions in 1995. This brand is the famous series of professional beauty products, including cosmetics, perfume, skin care products and professional makeup brushes and tools, the famous Bobbi Brown cosmetics home advocates and natural color. Products sold in more than 20 countries and regions. (Bobbi Brown) gets its name from the Bobby Brown, founder of the brand (Bobbi Brown), she believes that to teach women feel and show their most beautiful side concept, in 1991, through 10 natural color lipstick opened the door which leads into the palace of cosmetics industry the highest. Throughout the Bobby Brown product series now, to give women the best choice thoughts throughout. Her concealer, foundation of color is diverse, can satisfy the requirement of different color of skin. Her lipstick and rouge slightly enhance the effect of the skin. Brush and accessories design unique, well made. With simple skin care series, looks like the oil painting department of equipment, shape rich aesthetic appeal, with feeling also give full consideration to makeup. Barbie as a brown color makeup division, entrepreneurs, wife and mother of three children, always seek and keep the balance in the life, and cultivate positive attitude.Bobby brown star products: cloud eyeliner gel, cloud eyeliner, eye shadow Plate, crystal drilling cleansing cream Clinique Clinique Clinique was founded in 1968. Clinique cortex and skin clean, clear the three steps, is the essence of clinique skin care. Its chief dermatologist for Dr. Norman Orentreich. Clinique in English the original meaning refers to the clinic, thus the origin of the brand and medicine. The makeup of the 60 s emphasis on romantic feeling and mystery, completely ignore medical research. The clinique for its fresh image and medical research background, formed a strong contrast with other brands, stand out easily. Its basic product, skin care became global ladies the darling of the three step. All clinique products do not contain any spices can cause allergies, each products are through strict clinical trials, the resulting trust and affection of the ladies. All clinique products pass strict allergic experiment, and under the guidance of top skin experts. They include a wide range of ladies and mens skin care, make-up, perfumes and hair care products, more than 130 countries and regions are available at 14000 outlets. Marketing Concept Clinique in his shop to a way of open-shelf service, through elaborate design, product display space of two-way communication, the skin care and make-up products to show in front of customers, let consumers can enjoy, free trial, understand and love each piece of clinique products. Carol Phillips said: clinique is the future of the beauty industry pioneer. Clinique brand philosophy, and also its strengths, is insisted on the inherent beliefs, a more positive outlook in the future, the company continued to expand, continuous research and development. Committed to the establishment of a professional image, let the clinique product concept, very complete and unique, especially refer to the dermatologists advice, more make the clinique product safety and effective. So the clinique has been hope I can communication with consumers through words, establish a correct concept of skin care consumers. Including series product advertising, clinique use concise, clear words convey the concept of skin care. In counters, clinique also put all kinds of answer all the question skin mainta