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Estee Lauder's growth story is characterized by significant geographic expansion and the introduction of innovative products. A notable aspect of its success lies in its diverse brand portfolio, which includes more than 20 subsidiaries, from Aveda to MAC. Initially, the company focused on skincare, which today accounts for approximately half of its revenue, while makeup and fragrances also contribute significantly.
Their marketing strategies involved massive advertising investments, spending around ten times on promotions compared to research and development efforts. Estee Lauder's products garnered attention through traditional advertising channels while leveraging the influence of celebrities and social media personalities to maintain a strong market presence.