Estée Lauder

Maximizing the shopper experience for leading beauty brands


Amidst the emergence of e-commerce, Estée Lauder saw an opportunity to establish strong retail partnerships and maximize the shopper experience in brick-and-mortar. The company asked Consumer Dynamics to help them build an understanding of key shopping attitudes and behaviors and map the consumer journey to retail for makeup, skincare, and fragrances, across a wide range of channels from mass to specialty to department stores.


Observing and investigating consumers along the whole shopping journey, we were able to identify core shopping missions, retail drivers, and retail delighters. Building off of these insights, we helped set the stage for revitalized retail efforts for Estée Lauder and identified strategic partnership opportunities with Estée Lauder’s key accounts, including Macy’s, Nordstrom’s, Sephora, Ulta, and others.


Estée Lauder has maximized its retail experience and innovated in a number of exciting ways that has enabled them to maintain strong brick-and-mortar relationships with retailers and consumers.