Comparative Analysis of Marketing Strategies of Estee Lauder and Lin Qingxuan in Response to COVID-19

Research Article
Open access

Comparative Analysis of Marketing Strategies of Estee Lauder and Lin Qingxuan in Response to COVID-19

Shuyao Jia 1*
  • 1 CWA China World Academy    
  • *corresponding author jiashuyao@cwacs.cn
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/25/20230519
AEMPS Vol.25
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-93-5
ISBN (Online): 978-1-915371-94-2

Abstract

The multibillion-dollar cosmetic sector may suffer monetary damages as a consequence of COVID-19 in 2020. Employment had decreased by 3.91% and sales had plummeted by 7.4%. Marketers must understand the shifts in customer behavior and attitudes in order to develop new tactics when revenue and jobs are declining. The author will compare the online data, related literature and past paper to investigate the application of different marketing strategies used by two typical cosmetic brands during the pandemic. The two examples are Estee Lauder and Lin Qingxuan respectively. They both recognized the benefits of social media, live streams, and advertisement. However, Estee Lauder focused more on advertisements whereas Lin Qingxuan paid more attention to the social media factor. Such differences also lead to the differ of increasing sales. As a result, due to the tactics used, the sales income of both brands has increased a lot. However, further steps needed to be taken by Estee Lauder and Lin Qingxuan to maintain the leading positions in the cosmetic industry due to the competitive environment and uncertain future.

Keywords:

pandemic, cosmetics, marketing strategies, Estee Lauder, Lin Qingxuan

Jia,S. (2023). Comparative Analysis of Marketing Strategies of Estee Lauder and Lin Qingxuan in Response to COVID-19. Advances in Economics, Management and Political Sciences,25,322-327.
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References

[1]. Gardner, K.: Beauty during a pandemic: the impact of COVID-19 on the cosmetic industry. University Honors College Middle Tennessee State University (2021).

[2]. Jalil, P., Masood, S., Naveed, S., Tabassum, S.: COVID-19 pandemic & skin care guidelines for health care professionals. Pakistan Journal of Medical Sciences (2020).

[3]. Dumonceaux, M. D., Kumar, S., Massie, C.: Comparative innovative business strategies of major players in cosmetic industry. Industrial Management & Data Systems (2006).

[4]. Howerton, A. B.: The Estee Lauder Companies background and history. The University of Tennessee-Knoxville (2002).

[5]. Chaubey, D. S., Ghufran, A., Husain, S.: Relevance of social media in marketing and advertising. Splint International Journal of Professionals 3(7), 21-28 (2016).

[6]. Fan, J.: An analysis of Estee Lauder and impact of COVID-19 pandemic. Proceedings of Business and Economic Studies 4(1), (2021).

[7]. Peng, T.: From semiotic perspective: Male endorsements in cosmetic advertising. In International Conference on Educational Innovation and Philosophical Inquiries 62-73 (2020).

[8]. Feng, X.: Research on the Estée Lauder Group's brand marketing strategy from the perspective of webcasting. Jiangxi Normal University (2021).

[9]. Digital integration development to create "China's leading brand of high-end cosmetics"——extracted from the case of Lin Qingxuan, a brand-leading demonstration enterprise in Shanghai in 2020. Shanghai Quality (10), 31-34 (2021).

[10]. Jiang, X.: Challenges and opportunities for the beauty industry during the pandemic. In 2021 3rd International Conference on Economic Management and Cultural Industry, ICEMCI 2021, 2018-2021 (2021).

Cite this article

Jia,S. (2023). Comparative Analysis of Marketing Strategies of Estee Lauder and Lin Qingxuan in Response to COVID-19. Advances in Economics, Management and Political Sciences,25,322-327.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-93-5(Print) / 978-1-915371-94-2(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.25
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Gardner, K.: Beauty during a pandemic: the impact of COVID-19 on the cosmetic industry. University Honors College Middle Tennessee State University (2021).

[2]. Jalil, P., Masood, S., Naveed, S., Tabassum, S.: COVID-19 pandemic & skin care guidelines for health care professionals. Pakistan Journal of Medical Sciences (2020).

[3]. Dumonceaux, M. D., Kumar, S., Massie, C.: Comparative innovative business strategies of major players in cosmetic industry. Industrial Management & Data Systems (2006).

[4]. Howerton, A. B.: The Estee Lauder Companies background and history. The University of Tennessee-Knoxville (2002).

[5]. Chaubey, D. S., Ghufran, A., Husain, S.: Relevance of social media in marketing and advertising. Splint International Journal of Professionals 3(7), 21-28 (2016).

[6]. Fan, J.: An analysis of Estee Lauder and impact of COVID-19 pandemic. Proceedings of Business and Economic Studies 4(1), (2021).

[7]. Peng, T.: From semiotic perspective: Male endorsements in cosmetic advertising. In International Conference on Educational Innovation and Philosophical Inquiries 62-73 (2020).

[8]. Feng, X.: Research on the Estée Lauder Group's brand marketing strategy from the perspective of webcasting. Jiangxi Normal University (2021).

[9]. Digital integration development to create "China's leading brand of high-end cosmetics"——extracted from the case of Lin Qingxuan, a brand-leading demonstration enterprise in Shanghai in 2020. Shanghai Quality (10), 31-34 (2021).

[10]. Jiang, X.: Challenges and opportunities for the beauty industry during the pandemic. In 2021 3rd International Conference on Economic Management and Cultural Industry, ICEMCI 2021, 2018-2021 (2021).

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