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We led a comprehensive U.S. beauty shopper strategy project, to understand key shopping attitudes and behaviors and map the customer journey to retail for makeup, skincare, and fragrances.

We conducted research in New York, Los Angeles, Dallas and Atlanta and spoke with over 75 beauty shoppers across a wide range of channels from mass to specialty to online to department stores – identifying core shopping missions, retail drivers, and retail ‘delighters’, and identifying strategic partnership opportunities with Estee Lauder’s key accounts, including Macy’s, Nordstrom’s, Sephora, Ulta, and others.

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