DECIEM: Estee Lauder's Key To Unlocking Millennial Skin-Care Mindset?
This article was originally published in The Rose Sheet
Executive Summary
Getting younger consumers to embrace skin care with the same enthusiasm they bring to makeup has been a challenge for Lauder. The firm's investment in DECIEM gives it a stake in the "abnormal" startup's umbrella of largely skin-care brands, which have given rise to new conversations and levels of excitement online among millennials and those who think like them.