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 akin to Clinique, MAC and Bobbi Brown, stated there was a “shift in shopper preferences”.
The upshot is that the snap-happy wish 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 12 months.
The corporate stated that there was robust demand for lipsticks and basis, with a specific progress spurt in Britain. MAC, Bobbi Brown and Smashbox, which it acquired in 2010, all reported double digit gross sales progress.
A spokeswoman for Estee Lauder, informed the BBC: “Everyone seems to be taking images now and make-up can permit you to rework your self in response to the temper.”
This shift, nevertheless, might not be excellent news for the standard division retailer make-up woman.
Men and women at the moment are extra doubtless to go surfing to get make-up ideas from how-to magnificence “vlogs” made by self-made YouTube stars who boast hundreds of thousands and hundreds of thousands 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: “Prior to now, magnificence advisors in malls had been the only real technique of getting educated on merchandise and advantages.
“Customers now have many extra selections when it comes to how they work together and be taught.”
The corporate stated gross sales of merchandise akin to make-up palettes have elevated as a result of they’re a favorite of the web magnificence vloggers.
A giant Instagram following can also 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.
It’s also advantageous that Rose has a robust following within the drag queen neighborhood – she was a decide 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 notably eager to have good brows, good pores and skin and a “glow”.
It’ll additionally proceed to spend money on different corporations although it retains shtum on whether or not it might be taken with 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 discuss particular acquisitions however we’re all the time trying 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 response to Analysis and Markets, there will probably be no scarcity of potential new manufacturers for Estee Lauder to focus on.