The Estée Lauder Companies has had two of its products named in the Top 10 Beauty Brands in China report by L2 Digital IQ Index: Beauty China 2017, achieved by the beauty giant’s strong digital presence in the country.
The Estée Lauder brand achieved the number one position, and the only Genius spot, and is said to have seen off competition thanks to the company’s social media presence, and comprehensive mobile strategy. A strong move given the country’s spending rise through digital, mobile and social channels.
Stéphane de La Faverie, Global Brand President, Estée Lauder, said, “China’s digital landscape is complex and ever-changing. We are proud of our strong digital and online teams in China and the APAC region for their great strategic thinking, creative execution and smart usage of new digital functions that are critical to winning in this extremely competitive market.”
According to the report, Lauder achieved the position due to its success at livestreaming on multiple platforms including Alibaba’s TMall, and that key online influencers (KOLs) mention Estée Lauder more frequently than any of its competitors on WeChat.