Lauder Evolution: Distribution Shift All About Consumer Reach
This article was originally published in The Rose Sheet
Executive Summary
Lauder brands’ growing presence in Sephora doors and the specialty multi-retailer channel in general doesn’t compromise their prestige positioning – and anyway that’s beside the point, CEO Fabrizio Freda suggests. In an evolving marketplace, Lauder’s distribution strategy is to appeal to Millennials who otherwise might not be reachable.