Download pdf
Estée Lauder's Marketing Strategy for Its Beauty Products in the Chinese Market
- 1 Pioneer Academy, Wayne, New Jersey, 07470, USA
* Author to whom correspondence should be addressed.
Abstract
The beauty and cosmetics industry is growing rapidly, with China emerging as one of the most important markets due to rising consumer demand and digital commerce. This article examines Estée Lauder Companies' strategic adjustments to the Chinese market, focusing on the three marketing strategies of localization, digital marketing, and consumer engagement. Using secondary data from industry reports and academic studies, the study analyzes how Estée Lauder Companies has adapted its products to Chinese cultural preferences, such as products with a focus on skincare and holiday-themed packaging. The company's digital strategy, including collaborations with influencers and participation in e-commerce events such as Singles' Day, has increased brand awareness and consumer trust. In addition, personalized interactions through loyalty programs and virtual consultations have helped build long-term customer relationships. However, the brand faces challenges from domestic competitors and changing consumer expectations for sustainability. This study provides insights into how global luxury brands can balance localization with brand consistency to succeed in competitive and culturally diverse markets.
Keywords
Estée Lauder, Chinese Beauty Market, Product Localization, Digital Marketing, Consumer Engagement
[1]. Euromonitor International. (2023) Beauty and Personal Care in China: Market Trends. Euromonitor Report.
[2]. Kapferer, J. N., & Bastien, V. (2012) The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page.
[3]. Sinha, S. (2022) International Marketing of Global Brands: Balancing Localization and Standardization. Journal for Reattach Therapy and Developmental Diversities, 5(2), 366–371.
[4]. McKinsey & Company. (2023) China’s Beauty Market: Trends and Opportunities. McKinsey & Company Report.
[5]. Lin, Y., & Chen, L. (2021) Social Media Marketing and Brand Engagement in the Chinese Market. Journal of Digital Marketing Research, 4(2), 134-150.
[6]. Zhang, X., & Tong, R. (2022) The Role of Key Opinion Leaders in China’s Beauty Industry. Journal of Consumer Behavior, 11(3), 85-102.
[7]. Yuan, K. (2020) Luxury Brands and E-commerce Adoption: A Case Study of Estée Lauder in China. Asia Pacific Journal of Marketing, 8(1), 49-66.
[8]. TikTok Reports. (2023) Marketing Insights and Consumer Behavior on TikTok in China. TikTok Data Report.
[9]. L’Oréal Company. (2023) The Future of Beauty in China: Competitive Insights. L’Oréal Market Report.
Cite this article
Dong,S. (2025). Estée Lauder's Marketing Strategy for Its Beauty Products in the Chinese Market. Advances in Economics, Management and Political Sciences,155,57-65.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 3rd International Conference on Financial Technology and Business Analysis
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).