Cosmetics Branding

We at Electric Brand Consultants are showing a summary of our analysis of the communication themes of three global cosmetic brands.

ESTÉE LAUDER – Brand Platform

The brand places significant emphasis on the story of its founder, Estée Lauder. Her story is prominently featured on the brand's website and social media channels, presented as biographical mini-articles and quotes from famous women about beauty. The content on social media is not always directly related to the products themselves. The primary objective is to sell a lifestyle. You can find articles about proper nutrition, clothing, lifestyle, and health care. The brand launches various creative campaigns in collaboration with entities like Vogue and celebrities from diverse fields. All videos and articles promote a lifestyle in which self-care with Estée Lauder products is essential. There is no focus on product quality, as the assumption is that the quality is unquestionable from the outset.

CLARINS – Brand Ideology

Today, Clarins is the success story of a special family with a passion for their work. The company actively targets younger audiences by providing a wealth of educational content on self-care. There is multi-channel communication tailored to different target audiences and independent market development. Ordinary people play an active role in the brand’s communications.

PAULA’S CHOICE – Brand Strategy

Paula’s Choice’s strength lies in the reputation of its founder and her direct involvement in brand promotion. She personally appears in videos as a consultant, offering practical advice based on her own experience. This strategy is rooted in rejecting imposed prejudices and norms, which allows her to build trust with her audience and reinforces her core message that true beauty lies in honesty. This strategy is implemented through engaging users in official communication channels.