Jane Lauder on market competition
From Jane Lauder On Her New Position | Full Interview Fortune MPW · · FortuneMagazine
“The biggest challenge in the cosmetics industry today is the proliferation of niche brands, many owned by large companies like Estee Lauder. The secret is to stay authentic and understand your core customer.”
On , Jane Lauder, Executive Vice President of Enterprise Marketing, Chief Data Officer & Director at Estee Lauder Companies Inc, spoke about market competition 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.