Marketing strategy for Estee Lauder brands shifting to ads rather than promotions.
This article was originally published in The Rose Sheet
Executive Summary
LAUDER REALIGNING MARKETING EFFORTS TO EMPHASIZE MEDIA ADVERTISING over promotional support, the company reported in its preliminary prospectus for an initial public offering. "In recent years," the prospectus states, Estee Lauder has "increased its emphasis on media advertising while decreasing the level of promotional spending as a percentage of sales." Lauder announced its intention to go public on Sept. 21 ("The Rose Sheet" Sept. 25, p. 1).