Strengthening the brand: Estée Lauder’s newest beauty acquisitions

From the period of October to December 2014, Estée Lauder Companies Inc. acquired two luxury brands: Rodin Olio Lusso, a skincare company with a potent face oil as its flagship product, and Le Labo, a high-end fragrance brand. In January 2015, the company finally completed its acquisition of the ultra-luxury fragrance brand, Editions de Parfums Frédéric Malle and the Hollywood skincare brand, GlamGlow.

Image Source: cafemakeup.com

The acquisition spree was a dynamic momentum since the company’s hiatus in mergers and acquisitions in 2010 with Smashbox as its last takeover during that time. This focus on promoting luxury brands means that the company continues to target a very high-end customer base.

Image Source: tickrwatch.com

Estée Lauder has been known in developing small brands into influential ones that drive the luxury beauty market. Its recent acquisitions are a way of maintaining high-end customers and attracting potential converts to luxury product lines. Estée Lauder is in a great position to grow the brands and strengthen their place in the beauty business.

Image Source: forbes.com

This is what William Lauder, executive chairman of The Estee Lauder Companies, stressed during the acquisition of Le Labo. “Entrepreneurship is at the heart of our Company’s heritage. One of the leading strengths of our Company is our ability to identify brands with unique positioning and nurture them to accelerate their momentum and realize their full growth potential.”

Clearly, Estée Lauder not only strengthens its image and reputation but it also helps the acquired brands to attract high-end customers ensuring a mutual benefit.

William Lauder, executive chairman of The Estée Lauder Companies, considers growth in the luxury beauty business with its recent acquisition of high-end brands such as Rodin Olio Lusso, Le Labo, Editions de Parfums Frédéric Malle, and GlamGLow. Visit this Twitter account to see latest updates on the global luxury beauty market.