Estee Lauder

What they told investors

“The Ordinary showcased its brand equity with its dictionary theme pop-up across 5 countries as the brand extended its double-digit organic sales growth.”management · 2026 Q3 · transcript

“We plan to continue to drive margin expansion through operational efficiencies and cost savings while fueling additional advertising investment where appropriate.”Tracey Travis · 2022 Q4 · transcript

What the 10-K says about marketing

• investing in brand “Hero products are at the core of our brand marketing strategies. They are the pillars of our brands and historically have provided strong results through high repeat sales and consumer loyalty. In addition to continuing to retain existing consumers, we are also strategically…” 10-K, Aug 19, 2026
• measurement “Our marketing planning approach focuses on maximizing the visibility, effectiveness and efficiency of our marketing and advertising investments across the consumer journey to accelerate new consumer acquisition. We leverage our deep category understanding and consumer…” 10-K, Aug 19, 2026
• strategy “ur capabilities, accelerate innovation, enable agility, and drive efficiency, while leveraging human expertise and technology to enhance the consumer experience. We also anticipate and monitor emerging platforms, balancing speed to market with brand protection to ensure…” 10-K, Aug 19, 2026
• investing in brand “We may also assume more credit risk relating to the receivables from that retailer. In the event of a retailer liquidation, we may incur additional costs if we choose to purchase the retailer’s inventory of our products to protect brand equity. Our inability to collect…” 10-K, Aug 19, 2026
• shifting the mix “We approach distribution strategically by product category and location and seek to optimize distribution by matching our brands with appropriate opportunities while seeking to maintain high productivity per door. We are expanding our brands' locations as we continue to seek…” 10-K, Aug 19, 2026

What they say about media

The marketing channels it talks about using for itself on earnings calls and in its 10-Ks and 10-Qs, since 2019; counts are statements, not spending.

• Paid social “And we expanded our collaboration with Meta, leveraging the AI-powered tool built for advertising, conversational commerce and agentic messaging across our brand portfolio to reflect the new consumer behavior of where they are interacting with brands.” Stephane de la Faverie on the earnings call · Aug 26, 2026 · source
• AI in marketing “For our new unified global media model, most of our markets have transitioned to WPP, already lighting up over 1,500 campaigns and harnessing AI for real-time personalization for many of our performance campaigns.” Stephane de la Faverie on the earnings call · Aug 26, 2026 · source
• Experiential & events · CRM, loyalty & first-party data “We have further expanded our “High-Touch” execution to build more personalized consumer experiences through digital and physical demonstration and tailored trial-to-loyalty pathways with an integrated consumer engagement and marketing model across evolving physical and digital…” 10-K · Aug 19, 2026 · source
• SEO & AI search “As prestige beauty discovery increasingly occurs across social platforms, creator ecosystems, digital marketplaces and retailer platforms, search engines and emerging LLMs (large language models), we continue to invest in capabilities that improve the visibility, relevance and…” 10-K · Aug 19, 2026 · source
• Creative campaigns “We invested in groundbreaking campaigns, including Jo Malone's commercial innovation featuring the Jagger sisters, driving organic sales growth.” Stephane de la Faverie on the earnings call · May 1, 2026 · source

In the news

• Estée Lauder partners with AI marketing platform Profound to boost AI visibility Storyboard18 · Sep 18, 2026 · sponsorship
• Clinique targets millennials with #FaceForward Tumblr campaign Campaign UK · paywall · Sep 16, 2026 · campaign

Peers