Beauty Features / Estée Lauder / skincare

EXCLUSIVE: Estée Lauder Debuts Brand Platform

Posted On: Jun 13, 2019   |   Posted By: WWD

MILAN - The night belongs to Estée Lauder.
This is one of the key messages to emerge during a conversation with Estée Lauder global brand president Stephane de la Faverie, who sat down exclusively with WWD to introduce the company's new brand platform strategy.
Building on its heritage and expertise in offering nighttime skin-care regimens, the beauty label will debut on Thursday a new holistic platform dubbed “The Night Is Yours.” The launch coincides with the 24th World Congress of Dermatology running in Milan this week.
“It's a very new approach, a new philosophy. It elevates the communication between consumers and the brand in a much more emotional and one-to-one way,” said de la Faverie, adding that the strategy intends to position the brand “as the leader and expert in the understanding of the night.”
In particular, the platform centers on interaction and leverages education as a key asset. Implemented within the brand's web site, “The Night Is Yours” features a catchy landing page with an “easy and...

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