The Evolution and Adaptability of EstÉE Lauder’s Marketing Strategies Across the Product Lifecycle

Abstract

Nowadays, the competition in the high-end beauty industry market is constantly intensifying. As a global high-end beauty giant, Estée Lauder Companies has undergone multiple iterations in product lifecycle management, becoming a benchmark in the industry and standing out in the competition. Firstly, during the introduction phase, the brand establishes a high-end product positioning based on cutting-edge ingredients and pioneering concepts. Then expand the market through digital marketing and channel sinking during the growth period. Finally, in the mature stage, achieve continuous upgrading and improvement of classic hot items, as well as sub brand innovation. However, its strategy also faces the challenge of adaptability. This study first uses a literature review to clarify the failure cases of Estée Lauder 's marketing strategy, the impact of misjudgments at different stages of its lifecycle on market performance, and the systemic adaptation issues caused by the global market rhythm mismatch. Determine research questions by studying gaps. Then, it analyzes the marketing strategies of different life cycles of Advanced Night Repair Eye Synchronized Complex and Futurist Aqua Brilliance Makeup through case comparison analysis and discusses the causes of life cycle misjudgment and maladjustment of adaptation mechanism. Finally, a "flexible adaptation model" is proposed to explain how multinational brands achieve strategic elasticity matching in multiple markets.