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ELC Brands Receive Prestigious Recognition from Newsweek for Loyalty Programs
Company Feature, Apr 15, 2021
M·A·C Cosmetics, Estée Lauder and Aveda have been recognized on Newsweek’s list of “America’s Best Loyalty Programs 2021.” M·A·C Cosmetics’ “M·A·C Lover,” Estée Lauder’s “The Estée E-List,” and Aveda’s "Aveda Plus Rewards” (formerly known as “Pure Privilege”), loyalty programs were all named to the Newsweek list. This prestigious award is presented by Newsweek and Statista Inc., the world-leading statistics portal and industry ranking provider. The Newsweek list was announced in February 2021.
As an early pioneer in beauty loyalty programs, The Estée Lauder Companies (ELC) now has 33 loyalty programs that are “live” (both online and omnichannel) across eight brands in twelve markets globally. At the time of the Newsweek recognition, ELC brands had over 19 million combined lifetime active members enrolled in loyalty programs, representing over $2 billion in lifetime loyalty sales.
Loyalty programs allow ELC beauty customers to earn and accrue points for purchases and in some cases other brand engagement activities, as well as qualify for tiers, offering enticing rewards and benefits catered to consumer preferences and behaviors. The programs allow members to redeem rewards and benefits across multiple channels. Brands leveraging loyalty programs have consistently been ahead of the curve capturing consumer rich data that can be used for targeted marketing. The programs also drive repeat and retention, as well as increase high-value consumers and lifetime value.
Newsweek's America's Best Loyalty Programs 2021 were selected based on an independent survey from a vast sample of more than 4,000 U.S. customers who are members of loyalty programs of retailers or service providers in the United States. Customers were given the opportunity to evaluate various loyalty programs; in total around 16,000 evaluations were collected. Customers were asked whether they would recommend brands to friends or family, as well as assess brands in the following areas: Ease & Enjoyment, Benefit, Overall Satisfaction, Support, and Trust.
