Hong Kong
The Estée Lauder Companies Recognized for Digital Achievements in China
Company Feature, Feb 1, 2017
February 1, 2017 – With prestige beauty spending on the rise in China primarily through digital channels, brands are increasing their investments in digital, mobile and social. For The Estée Lauder Companies, these strategies are paying off with two of its brands named as the Top 10 Beauty Brands in China, according to the just released L2 Digital IQ Index®: Beauty China 2017. (L2 is a subscription-based business intelligence service that benchmarks the digital performance of consumer brands.)
The Estée Lauder brand achieved the number one position —and the only Genius spot— in the Beauty China 2017 report. Estée Lauder’s comprehensive mobile strategy and impressive social buzz catapulted it ahead of the competition. The report cites as examples the brand’s success livestreaming on multiple platforms including Alibaba’s TMall, and notes that on WeChat, key online influencers (KOLs) mention Estée Lauder more frequently than any of its competitors.
“China’s digital landscape is complex and ever-changing,” said Stéphane de La Faverie, Global Brand President, Estée Lauder. “We are proud of our strong digital and online teams in China and the APAC region for their great strategic thinking, creative execution and smart usage of new digital functions that are critical to winning in this extremely competitive market.”
Clinique also achieved a respectable position, ranking sixth on the list of 98 beauty companies in Beauty China 2017. Clinique’s integration of UGC— publishing user reviews from Weibo and community sites on its brand site product pages— was noted, as was its sampling campaigns and livestream events.
Learn more about The Estée Lauder Companies’ digital revolution.