Jane Lauder on brand loyalty
From Jane Lauder On Her New Position | Full Interview Fortune MPW · · FortuneMagazine
“Clinique has stayed successful for so many years because it stays true to its roots, focusing on allergy-tested, fragrance-free skincare for women who want simple, effective products. This consistency in brand values is key to its longevity.”
On , Jane Lauder, Executive Vice President of Enterprise Marketing, Chief Data Officer & Director at Estee Lauder Companies Inc, spoke about brand loyalty during Jane Lauder On Her New Position | Full Interview Fortune MPW on FortuneMagazine.
About Jane Lauder
In a 2014 interview with Fortune, Jane Lauder discussed her new role as Global Brand President of Clinique. She described her grandmother, Estée Lauder, as a determined person who taught her to never take no for an answer. Lauder stated that Clinique's longevity is due to its focus on allergy-tested, fragrance-free skincare and staying true to its brand values. She emphasized the importance of understanding customer needs by talking to consumers and frontline staff, and noted that the cosmetics industry has become more competitive with the proliferation of niche brands. Lauder also addressed the challenge of staying relevant in a crowded marketplace, comparing it to the cable TV business where many brands come and go. She said that brands must merge online and offline experiences to allow consumers to shop whenever and wherever they want. Lauder described herself as shy behind the scenes and identified building relationships as a critical aspect of leadership. She expressed hope that she makes her grandmother proud by being determined and never taking no for an answer.