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Estee Lauder turns to ‘nimble’ precision marketing strategy to tackle falling sales
The cosmetics company believes its stronger data capabilities will allow it to “quickly” turn trends into action and improve strategic pricing.
The cosmetics company believes its stronger data capabilities will allow it to “quickly” turn trends into action and improve strategic pricing.
As P&G makes a “meaningful” increase to marketing spend, its leadership seeks to reassure investors it is both efficient and effective in driving growth for the business.
Estée Lauder claim its spend behind advertising and promotional activity, as well as innovation, helped maintain growth in developed markets, including the UK, despite a disappointing performance for the year.
The company’s adjusted operating margin expanded 80 basis points to an “all time high” of 19.7% over its 2022 fiscal year, as the beauty giant invests in innovation to support its pricing.
Events and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
The campaign group’s latest film subverts Unilever’s marketing by taking aim at Dove’s Real Beauty campaign on its 20th anniversary.
The homeware retailer has driven more small-ticket purchases this year, as it increased volume sales by 6.2% and sales value by 4.1%.
Brand marketing drives sales but performance doesn’t build brand. Most marketers should separate the two, or they’ll risk under-investing in long-term growth.