Some name it excessive narcissism, for others, it’s only a little bit of enjoyable. For Estee Lauder, the selfie is a pattern that has helped drive an increase in make-up gross sales.
Cosmetics was the quickest rising division for the corporate for the full-year to 30 June, with turnover up 9%.
The proprietor of manufacturers comparable to Clinique, MAC and Bobbi Brown, stated there was a “shift in shopper preferences”.
The upshot is that the snap-happy need to be digicam prepared always.
That impulse helped Estee Lauder’s gross sales to rise by four% to a complete of $11.2bn for the yr.
The corporate stated that there was robust demand for lipsticks and basis, with a selected development spurt in Britain. MAC, Bobbi Brown and Smashbox, which it acquired in 2010, all reported double digit gross sales development.
A spokeswoman for Estee Lauder, advised the BBC: “Everyone seems to be taking photographs now and make-up can mean you can remodel your self in accordance with the temper.”
This shift, nevertheless, will not be excellent news for the standard division retailer make-up girl.
Men and women at the moment are extra seemingly to go surfing to get make-up ideas from how-to magnificence “vlogs” made by self-made YouTube stars who boast tens of millions and tens of millions of subscribers. Estee Lauder itself tapped up Lilly Singh to be the face of Smashbox. She brings together with her 9 million subscribers.
Estee Lauder’s spokeswoman stated: “Previously, magnificence advisors in malls had been the only technique of getting educated on merchandise and advantages.
“Customers now have many extra decisions by way of how they work together and be taught.”
The corporate stated gross sales of merchandise comparable to make-up palettes have elevated as a result of they’re a favorite of the web magnificence vloggers.
A giant Instagram following can be advantageous. Estee Lauder is about to launch a brand new make-up vary with designer Victoria Beckham who has 12.1 million followers, as does US mannequin Amber Rose, who’s the face of Flirt Cosmetics, which Estee Lauder is launching on-line.
Additionally it is advantageous that Rose has a robust following within the drag queen neighborhood – she was a choose on the Emmy-nominated RuPaul’s Drag Race – with cosmetics more and more crossing the gender-divide.
Estee Lauder stated, for instance, males in Korea will purchase cosmetics and are significantly eager to have good brows, good pores and skin and a “glow”.
It should additionally proceed to spend money on different corporations although it retains shtum on whether or not it might be keen on Kylie Cosmetics, the phenomenally profitable model launched by actuality TV and web darling Kylie Jenner, who’s the sister of Estee Lauder’s “face” Kendall Jenner.
Its spokeswoman stated: “We by no means speak about particular acquisitions however we’re at all times wanting on the market.”
The corporate’s title is synonymous with fragrance, and it has a formidable vary of high-end scents.
For the longer term, the corporate will proceed to develop its area of interest perfumes vary after shopping for “status” manufacturers By Kilian, Editions de Parfums Frederic Malle and Le Labo.
With the worldwide cosmetics market set to develop to $675bn by 2020, in accordance with Analysis and Markets, there shall be no scarcity of potential new manufacturers for Estee Lauder to focus on.