What's in the future?

The future for the Estee Lauder brands is to continually understand and research the ways that customers like to shop.  They understand that the days of pushy salespeople are over, and they are finding ways to service the customers in a stress free environment.  Fabrizio Freda, the CEO of Estee Lauder, is implementing "Express Counters" into some of his stores.  These are request only lines for customers that are in a hurry.  Freda understands that our world moves faster than ever, so to keep up he must find ways for customers to get served as quickly as possible.  Also, the brands are becoming more technically savvy.  Some brands now have skin typing machines at the counter in the form of an iPad.  Here the customer can quickly type in their personal information and the machine will print out the results immediately.

The company will also continue to expand globally.  As of 2010 they existed in 150 countries and they have found great success from their global stores.  They do understand that they do not want to over-saturate the market, so they will not over expand.  They are becoming more globally diverse by "new models — from China, Puerto Rico and France — a logical move for a company that is trying to expand its audience both at home and abroad".


Of course with all makeup lines, new and updated products that create excitement are the most obvious way to keep a brand updated.  With Estee Lauder becoming more modernized, this is bringing new customers into the store on a regular basis.  I have included some pictures of new products that have come out recently or will be coming out soon for these brands.

http://www.nytimes.com/2011/03/27/business/27lauder.html?pagewanted=all