Estée Lauder vs L'Oréal | Face to Face | 4

02/15/21 • 26 min

3 Listeners

It’s 1979 and Estée Lauder is on top of the world after launching another in-house brand, Prescriptives. But after decades of being primarily known for hair products, L'Oréal is ready to invade the American high-end makeup market. And their secret weapon is Lancôme, a luxurious French brand that they rebrand using tricks straight out of the Lauders’ playbook.

In an attempt to fend off the Lancôme threat, Leonard Lauder invests in television advertising. But a financial crisis is on the horizon, and how both companies respond will define their futures.

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In an attempt to fend off the Lancôme threat, Leonard Lauder invests in television advertising. But a financial crisis is on the horizon, and how both companies respond will define their futures.

Pre-order our new book The Art of Business Wars now before it is released on April 13.

Support us by supporting our sponsors!

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Previous Episode

Estée Lauder vs L'Oréal | Skin in the Game | 3

1 Recommendations

It’s 1962, and Estée Lauder is on fire, with well-received new products helping solidify their position as the top high-end makeup brand. But Revlon is hot on their tails, and to fend off the threat the Lauders decide to develop a new brand: Clinique. With this line of hypoallergenic products for sensitive skin, they’ve unlocked a new customer base. But initial sales are disappointing, and as cash flow takes a nosedive, they must quickly determine how to fix their marketing approach.

Meanwhile, a young female copywriter pens a new slogan for L'Oréal that will go down in advertising history and send the company on a bright new path.

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Next Episode

Estée Lauder vs L'Oréal | Buying Spree | 5

1 Recommendations

It’s 1991, and after the financial crash of 1987, Estée Lauder is looking for a new way to continue expanding without sinking millions of dollars and several years into developing a new brand. The answer lies in acquisitions, and they set their sights on two young, hip, buzzworthy companies: MAC and Bobbi Brown.

Meanwhile, determined to strengthen L'Oréal’s foothold in the American mass market, CEO Lindsay Owen-Jones takes a risk on flailing drug store brand Maybelline, convinced he can turn it into an industry juggernaut.

Pre-order our new book The Art of Business Wars now before it is released on April 13.

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See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.