Estee Edit by Estee Lauder Senior Capstone

BY ESTEE LAUDER

DISCLAIMER: THIS PROJECT WAS CREATED IN THE FASHION MARKETING AND MANAGEMENT DEPARTMENT AT THE SAVANNAH COLLEGE OF ART AND DESIGN BY CATHERINE BATRES. THE CONTENT INCLUDED IS ALL ORIGINAL CONCEPTS AND IDEAS, TO BE USED FOR EDUCATIONAL PURPOSES ONLY. (please refer to the the reference section at the end of the document for sources )

TABLE OF CONTENTS I. INTRODUCTION II. COMPANY OVERVIEW

About Estee Lauder Companies The Estee Edit Target Market Market Overview SWOT Analysis Competitor Analysis

III. MARKETING PROPOSAL

Brand Ambassadors Location Analysis Pop Up Shop Promotional Activities Estee Edit Mobile Application Human Resources Sales Forecasting Promotional Plan Operational Plan

IV. CONCLUSION

References

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INTRODUCTION This project explores the opportunities of creating a marketing plan proposal for the newest brand under Estee Lauder Companies, The Estee Edit.

Through this project my goal is to created buzz and awareness of this new, exciting brand. I will do this by creating a marketing proposal that will include a standalone pop up shop and marketing deliverables that will support the success of the pop up shop.

Through some initial research, I discovered millennial ladies just dont know about The Estee Edit. This lack of knowledge and awareness is a threat to the longevity of success that the brand could acquire.

I believe that The Estee Edit has the potential to be on the vanity, in the purses, and in the hands of every girl who values legacy and great products.

Catherine Batres

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Estee Lauder is a global leader in prestige beauty. Like any successful company, they have been quick to adapt to changes in the market while still keeping their brand legacy alive. Most recently Estee Lauder Companies acknowledged the spending power of Millennials and created a brand extension just for them. The Estee Edit.

ABOUT ESTEE LAUDER COMPANIES

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The Estée Lauder Companies Inc. is an American manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products. The company owns a diverse portfolio of brands, distributed internationally through retail channels and digital commerce, and has its headquarters in Midtown Manhattan, New York City.

Founded in 1946 by Estee Lauder and her husband Joseph Lauder, the company began producing cosmetics in New York City. They first carried only four products: Cleansing Oil, Skin Lotion, Super Rich All Purpose Creme and Creme Pack.

Estee worked hard to make sure her products were only availble in the most elegant stores.

The first department store to place an order was Saks Fifth Avenue. Today The Estée Lauder Companies operates in over 150 countries and three main geographic regions: Asia/ Pacific; Europe, the Middle East & Africa, including the United Kingdom and Travel Retail; and The Americas, encompassing North America and Latin America.

Over the years, The Estee Lauder Companies has added a number of brands to their ever growing portfolio. The brands include Estée Lauder, Aramis, Clinique, Prescriptives, Lab Series, Origins, Tommy Hilfiger, M·A·C, Kiton, La Mer, Bobbi Brown, Donna Karan New York, DKNY, Aveda, Jo Malone London, Bumble and bumble, Michael Kors, Darphin, Tom Ford, Smashbox, Ermenegildo Zegna, AERIN, Tory Burch, RODIN olio lusso, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, By Kilian, BECCA, and Too Faced.

As a leader of prestige beauty, Estee Lauder Companies takes pride in their employee and those who represent their brands. The powerhouse has over 46k+ employees with over 85% of those employees being women, the Lauder family remains at the heart of the publicly traded, family controlled company. The third generation members of the Lauder family are active and engaged in the leadership of the company. The Lauder family values is infused in the entire ethos of the company and its culture.

“The beauty of this blend is our long term focus on sustainable growth and a respectful, inclusive and collaborative workplace with a strong drive to win. Strong creativity and leadership are the tenants we build our business on.” - John Demsey , Executive Group President Creativity and Innovation is at the forefront of what Estee Lauder Companies has excelled at since the beginning of the company. By utilizing the latest technologies and understanding and staying ahead of the trends,they create multiple engines of innovation to fuel their brands — from product development to packaging, sampling to selling, marketing to merchandising. ELC has reported group sales of $11.25 billion in fiscal year 2016.

Estee Lauder Companies continues to grow and experience a tremendous amount of success within their brands. Not only the leader in the beauty industry but a leader in sustainability, and philanthropic work. Wherever they work and where their products are sold, they dedicate resources to address issues around health, the environment and education.

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Introducing

´ Edit The Estee

Jane Hertzmark Hudis, Global Brand President , Estee Lauder

The Estee Edit by Estee Lauder was launched in March 2016.The name The Estée Edit derives from the brand’s blog. At launch, The Estée Edit was sold in about 320 Sephora doors in North America. The brand offers a broad collection of mostly makeup and some skin care, created with the social media generation in mind and inspired by brand ambassadors, Kendall Jenner and Irene Kim. Estee Lauder Companies discovered an opportunity and a need for a brand extension that was created and marketed especially to millennials.

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“We asked ourselves, ‘what would Estée do if she were here?’ And the answer is, she would have signed Kendall Jenner and she would have created The Estée Edit.”

TARGET MARKET THE ESTEE EDIT // SENIOR CAPSTONE 10

Tianyi Sun is 24 working as a product

development intern at Victoria Secret’s PINK in New York. She earns $54,000 / year and lives in a studio apartment with her sister in Bayside, Queens, NY. Tianyi is outspoken and expresses her thoughts and feelings without hesistation. This does not mean she speaks without thinking. Having traveled to many places with her family before settling in the United States when she was 12, Tianyi speaks 3 languages and finds inpiration from the different places. When it comes to purchasing beauty products, Tianyi enjoys visiting brick and mortar stores to test and explore her options. She is always open to trying new products and brands. Recently, while browsing her local Sephora, Tianyi discovered The Estee Edit and bought the Stress Relief Eye Mask and now swears by it.

Grace Baldoni is 22 and a senior at NYU

majoring in marketing. When shes not studying, she works part time as a sales associate at Kate Spade. She earns around $30,000 / year and receives financial assistance from her parents. She currently lives in an apartment with her two best friends in East Village, NY. Grace is extremely independent and enjoys exploring the city.

When it comes to beauty, Grace loves getting ready for the day. Her go to products include her Anastasia Beverly Hills Brow Wiz and Too Faced Better Than Sex Mascara. Grace has seen The Estee Edit in Sephora but has not tried out any of the products. She thinks that the brand looks interesting but wants to do more research on the brand before purchasing.

Natasha Michelle

is 26 working as a very successful fashion stylist based in New York. Originally from the Dominican Republic, Natasha moved to the States to pursue further education. She earns around $80,000 / year and lives in Central Harlem, NY. When shes not working, Natasha loves finding new places to eat with her friends.

Natasha is always on top of trends while keeping her style unique. While working on set at a photoshoot, she was introduced to some Estee Edit eye products. When she went to Sephora, she ran into the Edit again and decided to purchase some of the collection for herself. At the moment her favortite product is the Cocobalm.

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Francesca Ann James

is 19 and a student at her local university where she is studying photography. She currently lives with her parents and works part time at Planet Fitness and does freelance photography work. Francesca is extremely adventurous and outgoing. Her friends can alway count on her to plan a positive and fun day when they hang out. Although she does not wear much makeup, she does find herself keeping up with her favorite beauty bloggers on Youtube. Francesca’s must have makeup products are Bobbi Brown Long Wear Brow Gel, Nars Bronzing Powder and Glossier Lip Balm. She hadnt heard of the Estee Edit until she saw her favorite Beauty Guru review the collection on Youtube. She would for sure try The Estee Edit out if her favorite bloggers gave positive reviews.

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MARKET OVERVIEW Makeup is the fastest growing segment in the prestige beauty industry and Estee Lauder is the leading company in the world for prestige makeup. According to Forbes, the company performed strongly in North America where make-up demonstrated the greatest growth (high single digits year-on-year growth).

The ‘less is more’ approach also promotes the need for higher efficacy, which fits naturally with superior quality when it comes to colour cosmetics. We are seeing powerful shift towards a more cautious consumerism in many developed societies.Getting back to basics with beauty, whether in the process of formulation, packaging or in the ingredients themselves, is no cheap feat but the end user seems willing to pay for the luxury.

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According to Euromonitor, colour cosmetics is projected to prolong its period of sustained growth up until 2020 with robust growth of US$10.3 billion forecast in absolute value terms. The ‘less is more’ mind-set surrounding the new consumerism lends itself to the premium segment where often higher price point products lead to people owning fewer in terms of quantity. Likewise, the higher quality reflected in a steeper price point implies a need to purchase less often, satisfying the growing desire for maximum value. As consumers begin to only acquire possessions they believe are truly necessary, more considered cosmetics purchases could see an increase and whimsical beauty buys experience a decline, pushing the consumer towards fewer but higher quality purchases which stand the test of time.

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SWOT ANALYSIS STRENGTHS

OPPORTUNITIES

The line offers high quality products.

Utilize the power of Youtube Beauty Gurus and their cult followings.

Brand Ambassadors are well known and help with bringing in the new/younger customers that Estee Lauder is trying to capture.

Support of a legacy brand, Estee Lauder.

Establish standalone pop up stores in North America. (similar to their store in London) Increase brand awareness throught new marketing initiatives.

Powerful concept of a millennial makeup brand.

WEAKNESSES

THREATS

Millennials/younger customers associate The Estee Edit with their mother brand, Estee Lauder which is marketed to older women.

The customer The Estee Edit are targeting do not know about brand.

The brand is only available online and in Sephora doors.

Customers do not have much knowledge of the brand.

The abundance of cosmetic brands targeting millennials.

Other cosmetic brands are available at a lower price point.

High Accessibility

Low Price

High Price

COMPETITOR ANALYSIS Competitors were selected based on similarity in product offerings, pricing, target markets and proximity in location.

Since The Estee Edit is offered only in Sephora doors and online, it was important to look at the brands in Sephora first. The top key competitors in Sephora include Bobbi Brown, Benefit, Too Faced, Becca, Tarte, NARS, and Stila. I chose these brand after researching which brands in Sephora are the most popular among the millennial shopper. It is also important to note these brands are at similar price points and carry similar assortments of products. Unlike the Estee Edit, these competitors are available

for purchase in other retail doors other than Sephora.

Its also important to account for those beauty brands that are not sold at Sephora doors.

In 2017, the rise of online beauty brands has skyrocketed. Like The Estee Edit , these brands are specifically geared towards millennials. These indirect competitors include ColourPop, Kylie Cosmetics,Sigma, Morphe, and Glossier. *On the perceptual map above, six of The Estee Edits key competitors are shown. This map shows how they compete based on accessibility and price.

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Low Accessibility

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In the initial stages of my research, I created a survey for people to take in order for me to understand what they thought and knew about The Estee Edit. I found that the ladies who responded to the survey all had one answer, they didnt know about the brand and never tried any of the products.

My next step was coming up with a strategy that could help more millennial ladies learn and ultimately buy into the The Estee Edit. I came up with a marketing proposal that outlines how I proposed to accomplish this goal: 1.) Utilizing the power of online influencers, otherwise known as Youtube Beauty Gurus.

2.) Making a presence in 5 different citites with a standalone pop up shop, that could eventually become a permanent storefront.

3.) Creating an exciting and integrated channel of marketing with a mobile app and social media intitiatives.

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MARKETING PROPOSAL

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MEET OUR NEW BRAND AMBASSADORS! With a wealth of expert beauty knowledge transferred to the fingertips of the masses by a host of bloggers over recent years, consumers are increasingly likely to experiment with colour cosmetics. The sense of familiarity and trust attached to blogger reviews is leading audiences to feel they are taking less of a risk when purchasing outside their comfort zone. Heritage cosmetics brands, that have historically relied on their longevity and reputation as repeat-purchase clinchers need not consider themselves exempt from targeted digital marketing tactics, such as user-generated content and the more transient social platforms.

In Euromonitor’s 2015 Online Beauty Survey, almost 20% of consumers said that beauty blogs/expert reviews ranked as a top 5 influencer in their decision when they last purchased colour cosmetics. The highest response rate regarding beauty bloggers as a purchase influencer was amongst the 15-29 age group where over a quarter of the demographic deemed blog reviews an influencing factor. Similarly this was the age group who were least likely to cite previous personal experience as a motivation behind their purchase choice.

The shift in purchasing mentality highlighted in the survey suggests that bloggers are leading their audiences to prioritise variety over a set beauty routine. Beauty bloggers appear to be cultivating a mind-set whereby colour cosmetics are seen as more playful and less functional.

Legacy brands, which have traditionally relied upon repeat custom, may need to consider becoming less complacent and dependent on reputation.

Tanya Burr LOCATION: London YOUTUBE GURU SINCE : 2009

Tanya Burr is a British fashion and beauty blogger. She grew up in Norwich and completed a short course as a make-up artist before working behind the beauty counter in Jarrolds department store. In 2009, she launched her YouTube channel, uploading make-up tutorials, telling people how to recreate celebrity looks at home. Tanya launched a diffusion line of cosmetics through Superdrug in 2014 and released a non-fiction beauty guide, Love, Tanya in January 2015. Then in September 2015 Tanya launched her Time For Girls campaign to fight for gender equality.

She is married to fellow YouTuber Jim Chapman. Tanya is among the most respected beauty gurus on Youtube.

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SUBSCRIBERS: 3,644,405 INSTAGRAM FOLLOWERS: 3.1 Million TWITTER FOLLOWERS: 2.4 Million

Dulce Candy THE ESTEE EDIT // SENIOR CAPSTONE 20

LOCATION: Los Angeles, California YOUTUBE GURU SINCE : 2008 SUBSCRIBERS: 2,202,665 INSTAGRAM FOLLOWERS: 1.2 Million TWITTER FOLLOWERS: 251.3K

Dulce Candy is a beauty and fashion vlogger who publishes Do-It-Yourself (DIY) and tutorial videos to her enormously popular YouTube channel DulceCandy87. She has a second channel where she vlogs randomly about her life and family called DulceCandyTV. Dulce was born in Mexico and raised in Southern California. Before starting her Youtube career, Dulce joined the military after high school and served in Iraq for more than a year. Not only is Dulce an internet sensation, businesswoman and war veteran but she is a full time mother and wife. Its no secret that she has a very large Latin following. Having Dulce as an Estee Girl will bring her latin following to The Estee Edit.

Jaclyn Hill LOCATION: Tampa, Florida YOUTUBE GURU SINCE : 2011

Jaclyn Hill is an American professional make-up artist. She started her YouTube channel back in 2011, and has since started her own business with her primary focus on being a make-up stylist.She has a collaboration with Becca Cosmetics, and produced a highlighter for them named “Champagne Pop”. The collaboration is referred to as Becca x Jaclyn Hill.

Together they created the new Becca x Jaclyn Hill Champagne Collection which ranges from highlighters to eye shadows. Jaclyn has also collaborated with Morphe. She created a pallette that featured her favorite color eye shadows. Jaclyn like the other ladies chosen to be an Estee Girl is extremely respected and trusted among her peers and viewers.

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SUBSCRIBERS: 3,946,560 INSTAGRAM FOLLOWERS: 3.9 Million TWITTER FOLLOWERS: 736.2K

ATLANTA, GA Atlanta was named the No. 2 best city for millennials and it’s not because of its bustling tech scene or the trendy new high-rises that continue to add to the city’s skyline.

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POPPING UP NEAR YOU! The Estee Edit Pop Up Shop will debut in 5 cities across the US, from early March 2018 to late July 2018. The cities were selected based on where millennials are clustering and living.

The purpose of this pop up shop is to attract Millennials to the The Estee Edit by showing up their cities for 5 weeks. We hope to make these pop up shops, permanent Estee Edit store locations.

The ATL has fun activities for people of all ages, including a popular zoo, an aquarium, and a collection of several impressive art and history museums. But there’s also a great bar and nightlife scene that millennials who make up about 26.2 percent of the total population –might love. The cost of living is 114, below the average for big cities on the index.

NEW YORK, NY New York is the hub for pop up shops and trendy initiatives.

About 3 percent of U.S. millennials, defined in the report as those born between 1985 and 1996, live in New York, but the city also counts among its residents about 12 percent of all millennials making at least six-figure incomes.

The combination of seemingly endless professional opportunities and access to a plethora of bars, shops and restaurants makes New York a home-run for any millennial looking for a new home.

NEW YORK, NY

PHILADELPHIA, PA

SAN FRANCISCO, CA

ATLANTA, GA

SAN ANTONIO, TX

PHILADELPHIA, PA

SAN ANTONIO, TX

San Francisco is seeing a rise in millennial residents. Unlike Los Angeles, where the cost of living is too high, San Francisco cuts that cost and has created a tech driven atmosphere.

Philadelphia may be the most economically viable metropolis for millennials looking for a place to live, work and play at an affordable rate.

San Antonio is where the millennials want to be, according to Bloomberg Business.

The city is full of personality, and crammed with top-notch restaurants, artisanal coffee shops, sidewalk cafés, unusual and excellent museums, pocket gardens, hidden stairways, and eclectic shops, the city invites exploration.

Forbes recently named Philadelphia as the best city for millennials because of its below average unemployment rate, which is 20 basis points lower than the national average, as well as its supply of affordable housing.

Whether you’re new to the city or just looking for new ideas, this list should provide plenty of inspiration.

It offers a vivacious community with a mixture of cultures, ethnicities, artistry, cuisine, and more.

San Antonio is among the U.S. cities with the fastest-growing millennial population,experiencing an increase of nearly 30 percent from 2000 to 2013, compared to Austin’s nearly 28 percent and Houston’s 25 percent increase.

San Antonio is an attractive metro area for young professionals, with its affordable cost of living and growing job opportunities. with just the right combination of affordability and opportunity to attract and retain millennials.

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SAN FRANCISCO, CA

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*Overall Store Layout

THE ESTEE EDIT POP UP SHOP When designing the space for the pop up shop, the experience and sharability of the interior was important. In a world where you have access to anything you may want available to order via the web, brick and mortar stores are finding it important to create an experience that you could only get if you walked into one of their stores.

The design of The Estee Edit pop up shop has a very open and easily navigable layout. We have created a makeup counter in the middle of the shop, that will have our makeup experts standing by and ready to help and teach our customers how the products work and how they can use them . Education is a big part of cosmetics. We cannot assume that the customers know how and what each product is used and we are here to assist them while in our shop.

Along with our makeup counter, merchandise and displays can be found all along our walls. I have made finding what you are looking for easy by seperating categories into sections: face, eyes, lips, brows, etc.

Technology is one of the most important aspects in creating an exciting and interactive space. We want our customers to be immerses in the world of The Estee Edit. Throughout our store, customers can find screens playing videos of our brand ambassadors, whether its a tutorial or a fun advertisement. We also have IPad stations where our customers can snap a selfie and possibly see themselves on the big screens in our store.

I’m sure that our customers will be stapping pictures and videos as soon as they walk in!

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*Final Store Renders

*Final Store Render, Makeup Counter

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*Final Store Render, Merchandised Wall

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PROMOTIONAL ACTIVITIES On the opening day of The Estee Edit Pop Up Shop, our new brand ambassadors will make an appearance.The appearance will function as meet and greet allowing our customers to meet our new ambassadors. In order for every city to meet our new girls, we will open each store every month from early March 2018 to late July 2018.

Print and digital advertisements will be displayed throughout the cities and on multiple online platforms to further promote the pop up shop. On our social media platforms the hashtag, #EsteeEditPopUpShop and #EsteeGirls will be used to create buzz online and to see how see what the consumers reactions are. We will also have our brand ambassadors post video teasers before the opening. A Snapchat GeoFilter will be created for the duration of the pop up shop. Youtube videos will be used to promote the pop up shop by featuring videos on our new brand ambassadors, behind the scenes, and press coverage.

PR Kits will be sent out for press release and media coverage for the pop up for all 5 cities.

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*This poster advertisement will be used across all social media platforms and blog post.

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Available on iOS and Google Play Store, The Estee Edit App will be available for customers to have a one stop application for all things Estee Edit and will launch February 2018. The app features four main sections: Home, Feed, Shop All, and Profile. Customers will be able to shop the brand, create a personalized profile, keep up with The Estee Edit on their social medias, all in one place.

Making our customers the ultimate #EsteeGirls.

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HUMAN RESOURCES The Estee Edit Pop Up shop will operate like a regular beauty store when it comes to hiring.

2 marketing coordinators will be hired to over see the marketing strategy. 10 part time employees will be hired from the local area of the specfic city the pop up shop will be located. These employees must be certified makeup artist and have previously worked in a beauty retail space. We will provide a week of education classes, prior to the opening of the pop up shop. During this time employees will learn how to properly use and apply Estee Edit products. 2 of these employees will be placed in managerial positions and will oversee the day to day operations of the pop up shop. For the opening event, we will hired 4 part time security guards for our brand ambassadors.

Job title and salary breakdown below: Marketing Coordinator: $78,000 / year Makeup Artist/Employee: $38,000 / year Managers: $47,000 / year Security Guards: $20,000 / year

S AL E S F O R ECA ST (N EW YOR K) *This is a forecast for one of five locations W EEK 1

W EEK 2

W EEK 3

W EEK 4

WEEK 5

8 0 ,1 28

8 0 ,1 28

8 0 ,1 28

8 0 ,1 28

80 ,1 2 8

% of Conve rs i o n Traffi c /Fal l

0 . 07

0.06

0.05

0.06

0 .0 6

Fo otfal l

56 0 9

4808

4006

4808

4 80 8

C o nv. %

0.06

0.06

0.05

0.05

0 .0 6

Ave rage Bas ket ( U S D)

$1 0 0 . 0 0

$1 0 0 . 0 0

$1 0 0 . 0 0

$1 0 0 . 0 0

$1 0 0 .0 0

Total Reve nu e ( U S D)

$3 3 ,6 53

$28 ,8 4 6

$20 ,0 32

$24 ,0 3 8

$2 8,84 6

COGS ( U S D) [ M U 60% ]

$1 3 ,4 6 1

$1 1 ,53 8

$8 ,0 1 2

$9 ,6 1 5

$1 1 ,53 8

Locatio n fo ot traffi c p e r we e k

P RODU CTS 0. 2

$6 ,73 0

$5 ,76 9

$4 ,0 0 6

$4 ,8 07

$ 5 ,76 9

C he e k

0. 2

$6 ,73 0

$5 ,76 9

$4 ,0 0 6

$4 ,8 07

$ 5 ,76 9

Eye

0. 2

$6 ,73 0

$5 ,76 9

$4 ,0 0 6

$4 ,8 07

$5 ,76 9

Lip

0. 2

$6 ,73 0

$5 ,76 9

$4 ,0 0 6

$4 ,8 07

$5 ,76 9

S k i ncare

0. 2

$6 ,73 0

$5 ,76 9

$4 ,0 0 6

$4 ,8 07

$5 ,76 9

THE ESTEE EDIT // SENIOR CAPSTONE 33

Fac e ( M ake u p )

TOTAL RE V E N U E ( U S D ) : $ 1 0 1 ,762 TOTAL C O G S ( U S D ) : $4 0 ,70 5

A S S O RT M EN T P LA N *This is a forecast for one of five locations P RODU CTS Fac e ( M ake u p )

$ 32 . 2 8

W EEK 1 U N I TS 20 9

W EEK 2 U N I TS 179

W EEK 3 U N I TS 1 24

W EEK 4 U N I TS 14 9

W EEK 5 U N I TS 179

TOT. UNITS 630

C he e k

$ 3 4. 33

196

168

1 17

14 0

168

593

Eye

$ 27. 37

24 6

21 1

14 6

176

21 1

744

Lip

$21.86

308

26 4

183

220

26 4

93 1

S k i ncare

$ 3 5. 00

1 92

165

1 14

1 37

165

5 82

TOTAL UNITS: 34 80

P RO F I T & L O SS STAT EMENT (U SD) TOTAL OP E R AT I ONA L C OSTS : $1 07,1 2 2 TOTAL P ROM OT I ONA L C OSTS : $37, 2 0 0 TOTA L R E V E NU E :$1 01 ,762 TOTA L C OGS : $40,70 5 TOTA L LOS S : - $8 3 , 265

The Estee Edit Pop Up Shop initiative ends up having a total loss of -$83,265 after subtracting the total operational expenses and promotional expenses from the total revenue.

Although the initiative ends up being a loss, the exposure and impression the pop up will have on current and new customers will be the pay off.

The salary/pay of the brand ambassadors is not included in the cost, due to the fact that those numbers will vary. The cost of the mobile phone application was also not included, but will cost anywhere from $50,000-$450,000.

P R O M OT I O NA L P LA N *This is a forecast for one of five locations PRE - L AU N CH

WEEK 1

WEEK 2

L AU N C H

WEEK 3

P O S T- L AU N C H

WEEK 4

WEEK5

FACEBOOK

$1000

INSTAGRAM

$2000 $ 70 0

SNAPCHAT

$ 7,0 0 0

TWITT ER

$ 1 0 ,0 0 0

B LOG POSTS

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COSTS (USD)

YOUT UBE

$2000

WEBSIT E

$ 6 ,0 0 0

MOBILE AP P LAUNCH DAY

$4500

PRESS

$4000 TOTA L: $ 37,2 0 0

OPE R AT I O NAL P LA N *This is a forecast for one of five locations PRE - L AU N CH HR

WEEK 1

WEEK 2

L AU N C H

WEEK 3

P O S T- L AU N C H

WEEK 4

WEEK5

COSTS (USD)

MARKET ING C OO RDINATOR

$ 75 0 0

EM P LOYEES

$ 36 53

H E AD A ND ASSISTANT M ANAGERS

$ 4 51 9

SECURIT Y

$350

P OP UP RENT

$ 6 0 ,0 0 0

C ON ST RUCT ION A N D B REAKDOWN

$ 1 8,0 0 0

FIXT URES

$ 70 0 0

LIGHT ING

$1900

DECOR

$ 32 0 0

CA S HIER (POS)

$1000 TOTA L: $ 1 07,1 2 2

CONCLUSION

I believe that The Estee Edit will continue to grow and prosper under the guidance and support of its mother brand. I found myself very passionate from the very beginning of the creation of the The Estee Edit Pop Up Shop and all that came with it, and my passion was never lost. With all the assets and plans I proposed throughout this document, I believe that this could be the next step for The Estee Edit by Estee Lauder.

THE ESTEE EDIT // SENIOR CAPSTONE 35

Throughout the process of creating this marketing plan for The Estee Edit , I had to utlize all my skills and learn a few more along the way. While researching further into the Estee Lauder brand, I truly understand how and why this brand became THE leader in prestige beauty.

REFERENCES BUSINESS SOURCE PREMIER ESTEE LAUDER COMPANIES - ANNUAL REPORT http://www.elcompanies.com/~/media/Files/E/Estee-Lauder/investors/earnings-and-financials/ annual-reports/elc-ar-2016.pdf ESTEE EDIT WEBSITE https://www.esteelauder.com/the-estee-edit EUROMONITOR http://www.portal.euromonitor.com.library.scad.edu FORBES http://www.forbes.com/sites/greatspeculations/2015/11/03/estee-lauder-braved-economic-slowdown-andcurrency-headwinds-to-present-a-robust-q1-fiscal-2016/#d3e1338ebeaf LOCATION RESEARCH https://rnbphilly.com/2826413/best-places-for-millennials-to-live-in-philadelphia/ http://www.capoliticalreview.com/capoliticalnewsandviews/millennials-are-leaving-los-angeles/ http://www.mysanantonio.com/news/local/article/San-Antonio-attracting-the-most-millennials http://www.sanantonioedf.com/media/millennials-finding-their-way-to-san-antonio/ MARKET REPORT - ELC http://marketrealist.com/2015/09/estee-lauders-fiscal-2016-guidance/ MILLENNIAL RESEARCH http://whatis.techtarget.com/definition/millennials-millennial-generation http://www.pewresearch.org/topics/millennials/ https://www.forbes.com/ http://www.cnbc.com/2016/05/05/millennials-are-prioritizing-experiences-over-stuff.html http://www.usatoday.com/story/money/2016/02/26/heres-why-retailers-are-closing-so-manystores/80499714/ PEOPLE MAGAZINE http://people.com/style/we-tried-it-the-estee-edit-a-k-a-kendall-jenner-approved-cosmetics/ REVIEWS http://nymag.com/thecut/2016/03/estee-lauder-edit-kendall-jenner-review.html https://www.ft.com/content/e98d3ada-9acd-11e6-8f9b-70e3cabccfa http://www.fashionmumblr.com/2016/05/honest-review-estee-edit.html http://www.pixiwoo.com/2016/06/the-estee-edit.html SAVVY APPS https://savvyapps.com/blog/how-much-does-app-cost-massive-review-pricing-budget-considerations STATISTA https://www.statista.com.library.scad.edu THE CUT

http://nymag.com/thecut/2016/03/estee-lauder-edit-kendall-jenner-review.html WWD http://wwd.com/beauty-industry-news/beauty-features/estee-lauder-launches-estee-edit-targetsmillennials-10321846/

Persistence. It’s that certain little spirit that compels you to continue just when you’re at your most tired. It’s that quality that forces you to persevere, find the route around the stone wall. It’s the immovable stubbornness that will not allow you to cave in when everyone says give up.

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Created by: Catherine Batres Senior Capstone // The Estee Edit Savannah College of Art and Design Winter 2017