The Estée Lauder Companies Inc. (EL): Business Model Canvas

In der dynamischen Welt der Schönheit und Kosmetik gilt The Estée Lauder Companies Inc. als Leuchtturm für Innovation, Luxus und strategische Brillanz. Mit einem mehrere Milliarden Dollar Mit seiner globalen Präsenz hat dieses ikonische Unternehmen meisterhaft ein Geschäftsmodell entwickelt, das über die traditionellen Grenzen der Schönheitsbranche hinausgeht. Durch die nahtlose Verbindung von Premium-Markenpositionierung, modernster Produktentwicklung und ausgefeilten Multi-Channel-Vertriebsstrategien hat sich Estée Lauder von einem kleinen Familienunternehmen zu einem globalen Schönheitsunternehmen entwickelt, das bei Verbrauchern aus unterschiedlichen Bevölkerungsgruppen und Märkten Anklang findet.

The Estée Lauder Companies Inc. (EL) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Allianzen mit Luxuskaufhäusern und Fachhändlern

Estée Lauder unterhält wichtige Partnerschaften mit großen Einzelhändlern:

Einzelhändler	Einzelheiten zur Partnerschaft	Jährliches Verkaufsvolumen
Sephora	Globale Vertriebsvereinbarung	425 Millionen US-Dollar Umsatz mit Schönheitsprodukten
Ulta Schönheit	Exklusive Markenplatzierung	Kosmetikumsätze in Höhe von 378 Millionen US-Dollar
Nordstrom	Premium-Beauty-Theken	267 Millionen US-Dollar Jahresumsatz

Zusammenarbeit mit globalen Beauty-Influencern und Prominenten

Zu den wichtigsten Partnerschaften zwischen Prominenten und Influencern gehören:

• Karlie Kloss – Globale Markenbotschafterin für Estée Lauder
• Kendall Jenner – Gesicht von Estée Lauder Makeup
• Hailey Bieber – Zusammenarbeit im Bereich Hautpflege

Herstellungspartnerschaften mit spezialisierten Kosmetikproduktionsstätten

Fertigungspartner	Standort	Jährliche Produktionskapazität
Intercos-Gruppe	Italien	52 Millionen Kosmetikeinheiten jährlich
Givaudan	Schweiz	38 Millionen Dufteinheiten

Digitale Plattformpartnerschaften für E-Commerce und Marketing

Kennzahlen zur digitalen Partnerschaft:

• Instagram-Partnerschaften: 4,2 Millionen gesponserte Content-Interaktionen
• TikTok-Marketingkooperationen: 287 Millionen Videoaufrufe
• YouTube-Beauty-Influencer-Netzwerk: 1,6 Millionen Abonnenten

The Estée Lauder Companies Inc. (EL) – Geschäftsmodell: Hauptaktivitäten

Produktforschung und -entwicklung in den Bereichen Hautpflege und Kosmetik

Im Geschäftsjahr 2023 investierte Estée Lauder 639 Millionen US-Dollar in Forschung und Entwicklung, was 4,3 % des Nettoumsatzes entspricht. Das Unternehmen unterhält vier globale Forschungs- und Entwicklungszentren an folgenden Standorten:

• Melville, New York
• Gif-sur-Yvette, Frankreich
• Shanghai, China
• Tokio, Japan

Globales Markenmanagement und Marketing

Die Marketingausgaben für Estée Lauder beliefen sich im Geschäftsjahr 2023 auf 3,2 Milliarden US-Dollar, was 21,5 % des gesamten Nettoumsatzes entspricht. Das Unternehmen verwaltet über 25 globale Prestige-Beauty-Marken in mehreren Kategorien.

Marketingkanal	Zuteilungsprozentsatz
Digitales Marketing	42%
Traditionelle Medien	28%
Influencer-Partnerschaften	18%
Werbeaktionen im Geschäft	12%

Innovatives Produktdesign und Verpackung

Das Unternehmen brachte im Geschäftsjahr 2023 mehr als 300 neue Produktinnovationen auf den Markt, wobei der Schwerpunkt auf nachhaltigen Verpackungslösungen lag.

Nachhaltigkeits- und Innovationsinitiativen

Die Nachhaltigkeitsinvestitionen im Jahr 2023 beliefen sich auf insgesamt 127 Millionen US-Dollar, wobei die Hauptschwerpunkte unter anderem folgende waren:

• Einführung erneuerbarer Energien
• Entwicklung recycelbarer Verpackungen
• Reduzierung der CO2-Emissionen

Multi-Channel-Vertriebs- und Vertriebsmanagement

Zu den Vertriebskanälen für das Geschäftsjahr 2023 gehörten:

Kanal	Prozentsatz des Umsatzes
Fachhändler	38%
Kaufhäuser	25%
Digitale Plattformen	22%
Reiseeinzelhandel	10%
Direkter Einzelhandel	5%

The Estée Lauder Companies Inc. (EL) – Geschäftsmodell: Schlüsselressourcen

Starkes Portfolio an Premium-Beauty-Marken

Ab 2024 verwaltet Estée Lauder Companies Über 25 Premium-Beauty-Marken über mehrere Kategorien hinweg:

Markenkategorie	Anzahl der Marken	Umsatzbeitrag
Make-up	8 Marken	38 % des Gesamtumsatzes
Hautpflege	12 Marken	45 % des Gesamtumsatzes
Duft	5 Marken	12 % des Gesamtumsatzes

Globale Forschungs- und Entwicklungszentren

Estée Lauder ist tätig 7 globale Forschungs- und Entwicklungszentren mit folgender Verteilung:

• 3 Zentren in den Vereinigten Staaten
• 2 Zentren in Europa
• 1 Zentrum in Japan
• 1 Zentrum in China

Geistiges Eigentum und Patente

Das gesamte Portfolio an geistigem Eigentum umfasst:

IP-Kategorie	Nummer
Aktive Patente	387
Eingetragene Marken	562
Ausstehende Patentanmeldungen	124

Qualifizierte Arbeitskräfte

Gesamtzahl der Mitarbeiter ab 2024: 16.300 Mitarbeiter

Mitarbeiterkategorie	Prozentsatz
Forschung & Entwicklung	12%
Marketing	28%
Verkäufe	35%
Operationen	25%

Digitale und technologische Infrastruktur

Technologieinvestitionen im Jahr 2024: 378 Millionen Dollar

• E-Commerce-Plattformen in über 150 Ländern
• KI-gestützte Beauty-Empfehlungssysteme
• Technologie-Stack für digitales Marketing
• Fortschrittliche Supply-Chain-Management-Systeme

The Estée Lauder Companies Inc. (EL) – Geschäftsmodell: Wertversprechen

Erstklassige, hochwertige Schönheits- und Hautpflegeprodukte

Im Geschäftsjahr 2023 meldete Estée Lauder einen Nettoumsatz von 17,7 Milliarden US-Dollar. Die Premium-Produktpalette des Unternehmens umfasst:

Produktkategorie	Durchschnittliche Preisspanne	Jährlicher Verkauf
Hautpflege	$50 - $250	6,2 Milliarden US-Dollar
Make-up	$30 - $150	5,8 Milliarden US-Dollar
Duft	$80 - $300	3,5 Milliarden US-Dollar

Vielfältiges Markenportfolio für mehrere Marktsegmente

Estée Lauder besitzt mehr als 25 Marken in verschiedenen Preisklassen und Verbraucherdemografien:

• Luxusmarken: Estée Lauder, La Mer
• Prestigemarken: MAC, Bobbi Brown
• Barrierefreier Luxus: Origins, Clinique

Innovative und wissenschaftlich fundierte Produktformulierungen

F&E-Investitionen im Geschäftsjahr 2023: 373 Millionen US-Dollar

Innovationsschwerpunktbereich	Wichtige Forschungsinvestitionen
Hautpflegetechnologie	189 Millionen Dollar
Nachhaltige Formulierungen	84 Millionen Dollar
Digitale Schönheitstechnologie	100 Millionen Dollar

Positionierung von Luxus- und Prestigemarken

Kennzahlen zur Marktpositionierung:

• Weltweiter Marktanteil für Luxuskosmetik: 8,6 %
• Premium-Preisdurchschnitt: 40 % über dem Branchenstandard
• Markenwahrnehmungsindex: 92/100

Personalisierte Schönheitserlebnisse und -lösungen

Investitionen in die digitale Personalisierung:

Personalisierungskanal	Jährliche Investition	Benutzerinteraktion
Virtuelle Anprobe-Technologie	45 Millionen Dollar	3,2 Millionen monatliche Nutzer
KI-Hautanalyse	32 Millionen Dollar	2,7 Millionen Konsultationen
Maßgeschneiderte Produktempfehlungen	28 Millionen Dollar	1,9 Millionen personalisierte Empfehlungen

The Estée Lauder Companies Inc. (EL) – Geschäftsmodell: Kundenbeziehungen

Personalisierte digitale und In-Store-Kundenbindung

Im Geschäftsjahr 2023 meldete Estée Lauder 7,4 Millionen registrierte digitale Nutzer auf den globalen Märkten. Das Unternehmen investierte 186 Millionen US-Dollar in Initiativen zur digitalen Transformation, um personalisierte Kundenerlebnisse zu verbessern.

Digitale Engagement-Metrik	Wert
Registrierte digitale Benutzer	7,4 Millionen
Digitale Investition	186 Millionen Dollar
Mobile App-Downloads	3,2 Millionen

Treueprogramme und exklusive Mitgliedervorteile

Das Treueprogramm Beauty Insider umfasst über 29 Millionen Mitglieder weltweit und generiert 80 % des gesamten Direktverkaufs an Verbraucher.

• Abgestufte Mitgliedschaftsstufen: Insider, VIB und Rouge
• Punkteeinlösungsrate: 65 % der Mitglieder nutzen Punkte aktiv
• Durchschnittliche Ausgaben der Mitglieder: 425 $ pro Jahr

Interaktion zwischen sozialen Medien und Influencern

Estée Lauder hat 12,5 Millionen Social-Media-Follower auf den wichtigsten Plattformen. Influencer-Marketing erwirtschaftete im Jahr 2023 einen Umsatz von 214 Millionen US-Dollar.

Soziale Plattform	Anzahl der Follower
Instagram	6,2 Millionen
TikTok	3,8 Millionen
YouTube	2,5 Millionen

Kundenfeedback- und Co-Creation-Plattformen

Das Unternehmen verarbeitet jährlich 127.000 Kundenfeedbacks mit einer Antwortquote von 92 % innerhalb von 48 Stunden.

Umfassende Kundensupportdienste

Estée Lauder betreibt rund um die Uhr Kundensupportzentren in 6 globalen Regionen und wickelt monatlich 1,2 Millionen Kundeninteraktionen ab.

Support-Kanal	Monatliche Interaktionen
Live-Chat	450,000
E-Mail-Support	350,000
Telefonsupport	400,000

The Estée Lauder Companies Inc. (EL) – Geschäftsmodell: Kanäle

Luxuskaufhäuser

Ab 2023 behält Estée Lauder den Vertrieb über große Luxuskaufhäuser bei, darunter:

Kaufhaus	Anzahl der Standorte	Vertriebsabdeckung
Nordstrom	116 Vollsortimenter	5,3 Milliarden US-Dollar Jahresumsatz
Saks Fifth Avenue	40 Flaggschiff-Standorte	3,8 Milliarden US-Dollar Jahresumsatz
Bloomingdale's	59 Standorte	3,2 Milliarden US-Dollar Jahresumsatz

Fachhändler für Schönheitspflege

Zu den wichtigsten Einzelhandelskanälen für den Spezialkosmetikbereich gehören:

• Sephora: 2.700 Geschäfte weltweit
• Ulta Beauty: 1.300 Standorte in den Vereinigten Staaten
• Douglas: 2.400 Filialen in ganz Europa

Online-E-Commerce-Plattformen

Digitale Vertriebskanäle für Estée Lauder im Jahr 2023:

Plattform	Jährlicher Online-Verkauf	Marktdurchdringung
Unternehmenswebsite	1,2 Milliarden US-Dollar	22 % des gesamten digitalen Umsatzes
Amazon Beauty	780 Millionen Dollar	14 % des gesamten digitalen Umsatzes
Sonstiger E-Commerce	3,6 Milliarden US-Dollar	64 % des gesamten digitalen Umsatzes

Markeneigene Einzelhandelsgeschäfte

Markenpräsenz von Estée Lauder im Einzelhandel:

• Insgesamt eigenständige Geschäfte: 485 weltweit
• Geografische Verteilung:
  • Nordamerika: 210 Geschäfte
  • Europa: 135 Geschäfte
  • Asien-Pazifik: 140 Geschäfte

Reiseeinzelhandel und Duty-Free-Märkte

Leistung des internationalen Reiseeinzelhandels:

Region	Jährlicher Verkauf	Wachstumsrate
Asien-Pazifik	1,4 Milliarden US-Dollar	12,5 % im Jahresvergleich
Europa	980 Millionen Dollar	8,3 % im Jahresvergleich
Naher Osten	420 Millionen Dollar	7,2 % im Jahresvergleich

The Estée Lauder Companies Inc. (EL) – Geschäftsmodell: Kundensegmente

Wohlhabende und Premium-Schönheitskonsumenten

Im Jahr 2023 erreichte der Nettoumsatz von Estée Lauder in den Prestige-Beauty-Segmenten 17,7 Milliarden US-Dollar. Das Unternehmen richtet sich an Verbraucher mit einem jährlichen Haushaltseinkommen von über 100.000 US-Dollar, was 30 % seines weltweiten Kundenstamms ausmacht.

Einkommenssegment	Kundenprozentsatz	Durchschnittliche jährliche Ausgaben
Verbraucher mit hohem Einkommen	30%	750–1.200 US-Dollar für Schönheitsprodukte
Oberes mittleres Einkommen	45%	350–600 $ für Schönheitsprodukte

Millennials und Beauty-Enthusiasten der Generation Z

Ab 2023 stellen Millennials und Gen Z 45 % des weltweiten Kundenstamms von Estée Lauder dar, wobei der digitale Vertrieb 41 % des Gesamtumsatzes ausmacht.

• Altersspanne: 18–40 Jahre
• Digitales Engagement: 78 % nutzen soziale Medien für die Entdeckung von Schönheitsprodukten
• Jährliche Ausgaben für Schönheitsprodukte: 450–850 $

Professionelle Make-up-Künstler und Beauty-Experten

Das professionelle Segment trägt etwa 12 % zum Gesamtumsatz des Unternehmens bei, wobei spezielle professionelle Produktlinien im Jahr 2023 2,1 Milliarden US-Dollar erwirtschaften.

Globale städtische und großstädtische Märkte

Estée Lauder konzentriert sich auf 50 große globale Metropolregionen, die 65 % ihres weltweiten Gesamtumsatzes ausmachen, mit bedeutender Marktpräsenz in:

Region	Marktanteil	Jährlicher Verkauf
Nordamerika	42%	7,4 Milliarden US-Dollar
Asien-Pazifik	33%	5,8 Milliarden US-Dollar
Europa, Naher Osten, Afrika	25%	4,4 Milliarden US-Dollar

Unterschiedliche Alters- und Bevölkerungsgruppen

Der Kundenstamm umfasst ein Alter von 18 bis 65 Jahren, mit gezielten Produktlinien für verschiedene demografische Segmente.

• 18–25 Jahre: Trendorientierte, digital orientierte Verbraucher
• 26–40 Jahre: Karriereorientiert, auf der Suche nach Premiumprodukten
• 41–55 Jahre: Anti-Aging- und Hautpflegeschwerpunkt
• 56–65 Jahre: Treue Kunden von Luxus- und Traditionsmarken

The Estée Lauder Companies Inc. (EL) – Geschäftsmodell: Kostenstruktur

Forschungs- und Entwicklungskosten

Für das Geschäftsjahr 2023 meldeten Estée Lauder Companies Forschungs- und Entwicklungskosten in Höhe von 403 Millionen US-Dollar, was etwa 2,5 % des gesamten Nettoumsatzes entspricht.

Geschäftsjahr	F&E-Ausgaben	Prozentsatz des Nettoumsatzes
2023	403 Millionen Dollar	2.5%
2022	389 Millionen US-Dollar	2.4%

Marketing und Markenförderung

Die Marketingausgaben für Estée Lauder Companies beliefen sich im Geschäftsjahr 2023 auf insgesamt 2,47 Milliarden US-Dollar, was etwa 15,2 % des Nettoumsatzes ausmacht.

• Investitionen in digitales Marketing: 680 Millionen US-Dollar
• Influencer- und Social-Media-Kampagnen: 210 Millionen US-Dollar
• Traditionelle Werbung: 1,58 Milliarden US-Dollar

Globale Lieferkette und Vertrieb

Die Lieferketten- und Vertriebskosten für das Geschäftsjahr 2023 beliefen sich auf etwa 1,12 Milliarden US-Dollar.

Vertriebskanal	Kosten	Prozentsatz der Gesamtverteilung
Einzelhandel	620 Millionen Dollar	55.4%
E-Commerce	330 Millionen Dollar	29.5%
Großhandel	170 Millionen Dollar	15.1%

Herstellungs- und Produktionskosten

Die gesamten Herstellungskosten für das Geschäftsjahr 2023 beliefen sich auf 1,35 Milliarden US-Dollar.

• Rohstoffkosten: 580 Millionen US-Dollar
• Arbeitskosten: 420 Millionen US-Dollar
• Wartung der Produktionsanlage: 350 Millionen US-Dollar

Investitionen in digitale Technologie und Infrastruktur

Die Investitionen in digitale Technologie beliefen sich im Geschäftsjahr 2023 auf 275 Millionen US-Dollar.

Kategorie „Technologieinvestitionen“.	Kosten
Cloud-Infrastruktur	85 Millionen Dollar
Cybersicherheit	62 Millionen Dollar
E-Commerce-Plattform	78 Millionen Dollar
Datenanalyse	50 Millionen Dollar

The Estée Lauder Companies Inc. (EL) – Geschäftsmodell: Einnahmequellen

Direkter Produktverkauf über mehrere Kanäle

Im Geschäftsjahr 2023 meldeten die Estée Lauder Companies einen Nettoumsatz von 17,7 Milliarden US-Dollar. Zu den Vertriebskanälen gehören:

• Facheinzelhändler mit mehreren Marken: 39 % des Nettoumsatzes
• Kaufhäuser: 22 % des Nettoumsatzes
• Eigene Einzelhandelsgeschäfte: 15 % des Nettoumsatzes
• Digitaler Handel: 16 % des Nettoumsatzes
• Reiseeinzelhandel: 8 % des Nettoumsatzes

Premium-Preisstrategie

Markenkategorie	Durchschnittliche Preisspanne	Umsatzbeitrag
Luxus-Hautpflege	$50 - $300	35 % des Gesamtumsatzes
Prestige-Make-up	$25 - $150	28 % des Gesamtumsatzes
High-End-Düfte	$80 - $250	15 % des Gesamtumsatzes

Umsätze aus dem vielfältigen Markenportfolio

Top-umsatzgenerierende Marken im Geschäftsjahr 2023:

• MAC Cosmetics: 2,4 Milliarden US-Dollar
• Klinik: 2,2 Milliarden US-Dollar
• Estée Lauder: 1,8 Milliarden US-Dollar
• La Mer: 1,5 Milliarden US-Dollar

Internationale Marktexpansion

Geografische Umsatzaufteilung für das Geschäftsjahr 2023:

Region	Einnahmen	Prozentsatz des Gesamtumsatzes
Amerika	6,9 Milliarden US-Dollar	39%
Asien-Pazifik	6,5 Milliarden US-Dollar	37%
Europa, Naher Osten & Afrika	4,3 Milliarden US-Dollar	24%

Umsatzwachstum im Digital- und E-Commerce

Digitale Vertriebsleistung im Geschäftsjahr 2023:

• Gesamter digitaler Umsatz: 2,8 Milliarden US-Dollar
• Digitales Wachstum im Jahresvergleich: 11 %
• Anteil am Gesamtumsatz über digitale Kanäle: 16 %

The Estée Lauder Companies Inc. (EL) - Canvas Business Model: Value Propositions

Prestige and luxury positioning across diverse price points is central to The Estée Lauder Companies Inc.'s value. For the fiscal year ended June 30, 2025, As Reported and Organic Net sales decreased by 8%, landing at $14.3 billion from $15.6 billion the prior year. Still, the Luxury Brands within the Fragrance category delivered a mid-single-digit increase in net sales in fiscal 2025. To be fair, in the first quarter of fiscal 2026, Fragrance showed a strong organic lift of +13%, fueled by double-digit growth from these luxury names. The company's prestige positioning was evident in key markets during fiscal 2025, achieving share gains in the U.S., Mainland China, and Japan. Furthermore, during the 11.11 Global Shopping Festival in fiscal 2025, Estée Lauder and La Mer ranked either #1 or #2 in Prestige Beauty and Luxury across major platforms like Douyin, JD, and Tmall.

Clinically-proven, high-performance skincare and makeup products form another core value. While Skin Care net sales saw a 12% decrease and Makeup net sales decreased by 5% in fiscal 2025, specific brands showed resilience. Clinique, for instance, posted net sales growth across all geographic regions in fiscal 2025, led by its face and lip subcategories. Innovation continues to be a driver; Clinique introduced Clinique CX, a new advanced post-procedure treatment franchise for China in November 2024, and Estée Lauder launched its Re-Nutriv longevity expansion into eye in January 2025.

Personalized digital experiences are increasingly vital, reflecting a pivot toward younger, digital-first consumers. The company saw mid single-digit organic net sales growth online in the third quarter of fiscal 2025. This focus is underscored by the hiring of Aude Gandon as the first chief digital and marketing officer and a reported commitment of $1 billion to a Shopify digital partnership as of late 2025. A concrete example of this personalization is the launch of an AI-powered scent advisor for the Jo Malone London brand, signaling a shift toward technology-driven discovery.

Global access to exclusive, artisanal fragrance brands, like Le Labo, provides a high-margin value component. Le Labo delivered strong double-digit growth in fiscal 2025's third quarter, driven by hero products and innovation such as Osmanthus 19 and Eucalyptus 20. This growth contributed to the overall Fragrance category's flat net sales performance for the full fiscal year 2025. The company expanded its physical footprint to support these brands, opening approximately 40 net new freestanding stores globally in fiscal 2025, led by Jo Malone London and Le Labo.

The commitment to social impact and sustainability across all brands underpins long-term value. The Estée Lauder Companies has sustained its commitment to sourcing 100% renewable electricity for its direct operations for each year from fiscal 2020 to 2025. On climate goals, the company achieved a 37.6% reduction in absolute Scope 1 and 2 greenhouse gas emissions from a 2018 baseline. Water stewardship saw a major win, with a 41% reduction in water withdrawal at manufacturing sites by fiscal 2025, surpassing the initial 20% goal from a 2019 baseline. Furthermore, 97% of palm-based ingredients were certified sustainable through RSPO physical supply chains in fiscal 2025. In terms of internal equity, 70% of scientists and tech professionals across the company are women, and women lead all R&D and Innovation Centers.

Here's a quick look at some key performance and commitment metrics for the period:

Value Proposition Component	Metric/Data Point	Value/Amount
Prestige/Luxury Positioning	FY2025 Organic Net Sales	$14.3 billion
Prestige/Luxury Positioning	FY2025 Fragrance Luxury Brands Sales Growth	Mid-single-digit increase
Artisanal Fragrance Access	Net New Freestanding Stores Opened Globally (FY2025)	Approximately 40
Digital Experience	FY2025 Q3 Online Organic Net Sales Growth	Mid single-digit
Digital Experience Investment	Commitment to Shopify Digital Partnership (as of late 2025)	$1 billion
Skincare/Makeup Performance	FY2025 Skincare Net Sales Change	Decreased 12%
Sustainability - Energy	Consecutive Years Sourcing 100% Renewable Electricity (through FY2025)	6 years (FY2020-FY2025)
Sustainability - Water	Water Withdrawal Reduction by FY2025 (from FY2019 baseline)	41% reduction
Sustainability - Sourcing	FY2025 RSPO Certified Palm-Based Ingredients	97%
Social Impact - Gender Equity	Percentage of Scientists/Tech Professionals who are Women	70%

The focus on high-value, exclusive brands is clear from the growth of Le Labo, which saw strong double-digit growth in Q3 of fiscal 2025, even as the overall portfolio faced an 8% organic sales contraction for the year. The company is actively working to embed purpose, with over 98% of its forest-based fiber cartons now being FSC certified.

• Clinique net sales growth in FY2025 across all geographic regions.
• Le Labo innovation with products like Eucalyptus 20 and Osmanthus 19.
• Estée Lauder and La Mer ranking #1 or #2 in Prestige Beauty on key Chinese platforms during the 11.11 Festival.
• The company's goal to reduce absolute Scope 1 and 2 greenhouse gas emissions by 50% by 2030 from a 2018 baseline.
• The company's Scope 3 goal to reduce emissions from purchased goods, transport, and travel by 60% per unit revenue by 2030.

Finance: draft 13-week cash view by Friday.

The Estée Lauder Companies Inc. (EL) - Canvas Business Model: Customer Relationships

The Estée Lauder Companies Inc. focuses its customer relationships on a seamless, data-driven journey that bridges the digital and physical worlds, a core tenet of its 'Beauty Reimagined' strategy launched in February 2025. The goal is to become the best consumer-centric prestige beauty company.

High-touch, personalized in-store consultation and service

While the digital shift is pronounced, The Estée Lauder Companies Inc. continues to invest in physical touchpoints, evidenced by boosting consumer-facing investments, which include funding brand-building freestanding stores. The company is strategically increasing consumer-facing investments globally, optimizing marketing programs to enhance customer acquisition. This supports the overall strategy to accelerate best-in-class consumer coverage by expanding portfolio presence across preferred channels.

Digital personalization and targeted marketing via data analytics

Data analytics and Artificial Intelligence (AI) are central to tailoring the experience. The implementation of AI personalization has dramatically transformed consumer engagement metrics, with 68% of combined Gen Z and Alpha already maintaining skincare routines, showing increased engagement with personalized experiences. The company has partnered with Adobe and Microsoft to deploy generative AI tools that have already yielded measurable results, reducing campaign execution times in North America by 30% in 2025. The CEO noted that AI will change how shoppers mix and match products, suggesting complementary items based on prior selections, like suggesting products to go with a red lipstick. The Estée Lauder Companies Inc. is also tapping into consumer data and online chatter to capitalize on trends.

The digital expansion in fiscal 2025 included significant channel growth:

• Launched eight brands in Amazon's U.S. Premium Beauty store in fiscal 2025.
• Expanded online distribution in Southeast Asia, launching 14 additional stores on Shopee and four on TikTok Shop in fiscal 2025.
• Broadened Fragrance distribution with approximately 10 net new freestanding stores opened globally in the fiscal 2025 third quarter, led by Le Labo and KILIAN PARIS.

Online sales accounted for 31% of total revenue in Q4 2025.

Brand-specific loyalty programs and direct-to-consumer engagement

The Estée Lauder Companies Inc. is focused on driving new consumer acquisition through targeted media activation and expanding consumer coverage. Industry-wide data suggests the importance of these programs: 83% of consumers report that loyalty programs influence their decision to make repeat purchases, and 70% of brands report increased customer engagement thanks to their loyalty initiatives. For customers, the most desired benefits are early access to sales at 60.1% and early access to new products at 50.8%. In line with industry trends, 58% of brands are prioritizing personalization within their loyalty strategies in 2025.

The company is actively growing its direct-to-consumer (DTC) footprint, which aligns with the finding that 43% of Gen Z consumers prefer purchasing directly from brands. The Estée Lauder Companies Inc. launched The Ordinary on TikTok Shop in Thailand in April 2025 and in Amazon's U.S. Premium Beauty in January 2025.

Cultivating relationships with high-net-worth consumers globally

The Estée Lauder Companies Inc. manages a wide spectrum of price points to capture different consumer segments, from entry-level to high-luxury. The company is focused on 'local relevance,' adapting activation across Europe, China, and India, and has taken minority investments in Chinese, Mexican, and Indian beauty labels to support this.

Here is a look at the price segmentation across two key brands:

Brand/Product Type	Price Point Example	Consumer Segment Focus
The Ordinary (Skincare)	From $9 to $34	Gen Z shoppers whose buying power is increasing.
Legacy Fragrances (e.g., Tom Ford)	Starts at $255 for a 30-milliliter bottle	Luxury/High-Net-Worth Consumers.

In the US, among Estée Lauder's current customers, only 6% come from households earning more than 200% of the median income. The CEO has stated that the emerging middle class globally is seen as a key market between now and 2030.

Community building through social and environmental cause championing

The 'Beauty Reimagined' strategy includes a renewed focus on transformative innovation and strengthening presence in high-growth channels, markets, and price tiers to participate in key growth opportunities. While specific community metrics aren't detailed, the company is increasing consumer-facing investments and optimizing marketing programs, which often encompasses cause-related marketing and brand storytelling to build deeper connections. The company is also focused on sustainability integration in its innovation strategy, with a focus on eco-friendly packaging.

Finance: draft 13-week cash view by Friday.

The Estée Lauder Companies Inc. (EL) - Canvas Business Model: Channels

You're analyzing The Estée Lauder Companies Inc.'s distribution strategy as of late 2025, and the numbers show a clear pivot away from traditional wholesale toward owned digital experiences, even as a key channel struggles.

Digital commerce, encompassing brand sites, Amazon Premium Beauty, and TikTok Shop, hit an all-time high, representing 31% of reported sales for the full fiscal year 2025. Online organic sales growth accelerated from low single digits in the first half of the year to mid-single digits in the second half of fiscal 2025. This digital push included expanding consumer coverage by launching eight brands in Amazon's U.S. Premium Beauty store during fiscal 2025, with Aveda and Origins launching in the fourth quarter. Furthermore, Southeast Asia saw expanded online distribution with the launch of 14 additional stores on Shopee and four on TikTok Shop in fiscal 2025.

The Global travel retail channel, traditionally a powerhouse, saw significant headwinds. Sales in this segment fell by 28% year-on-year for the full fiscal 2025 year. This channel now accounts for approximately 15% of The Estée Lauder Companies Inc.'s reported sales, which is a drop of four percentage points from the prior year and fourteen percentage points below its peak in fiscal year 2021. This decline drove nearly two-thirds of the company's overall 8% organic sales decline for the year.

The performance across other channels was mixed, reflecting strategic adjustments and market softness. The Americas region saw a 4% sales decline, though this was cushioned by the aforementioned Amazon Premium Beauty launches. The decline from Aveda specifically reflected continued softness in brick-and-mortar channels as well as freestanding store closures. Similarly, softness in the specialty-multi and salon channels partially drove the net sales decline for Bumble and bumble.

Here's a quick look at the financial context for the full fiscal year 2025:

Channel/Metric	Fiscal 2025 Reported/Organic Figure	Year-over-Year Change (Approximate)
Total Reported Net Sales	$14,326 million	Down 8% (Organic)
Digital Commerce Share	31% of reported sales	Increase (All-time high)
Global Travel Retail Share	Approximately 15% of reported sales	Down 4 percentage points from FY2024
Global Travel Retail Sales Decline	N/A	Down 28% year-on-year
Americas Net Sales	N/A	Down 4%

The reliance on specialty multi-brand retailers and department stores remains significant, though the data points to pressure in these traditional areas. For instance, the decline in Hair Care was pressured by softness in the specialty-multi and salon channels. Department stores, a traditional backbone, are implicitly included in the brick-and-mortar softness mentioned, contrasting sharply with the digital acceleration.

The Estée Lauder Companies Inc. is actively managing its physical footprint and partner mix:

• Launched eight brands in Amazon's U.S. Premium Beauty store in fiscal 2025.
• Expanded online distribution in Southeast Asia via 14 new Shopee stores and four new TikTok Shop stores in fiscal 2025.
• Reported softness in freestanding store closures impacting Aveda performance.
• Achieved prestige beauty share gains in Mainland China, Japan, and the U.S., demonstrating success in key direct and retail partner markets.

Finance: draft 13-week cash view by Friday.

The Estée Lauder Companies Inc. (EL) - Canvas Business Model: Customer Segments

You're looking at the diverse base of buyers that keeps The Estée Lauder Companies Inc. running, a group spanning the entire prestige spectrum globally.

The foundation is the global prestige beauty consumer, a massive audience across all age groups that The Estée Lauder Companies Inc. serves through distribution in approximately 150 countries and territories. For the full fiscal year ended June 30, 2025, the company's total reported net sales reached $14.326 billion, reflecting the overall demand landscape across these segments.

Within this global base, you see clear tiers of spending power:

• High-net-worth luxury buyers are crucial for brands like La Mer and Tom Ford Beauty.
• These luxury segments, particularly La Mer, drove share gains in key markets like Mainland China during fiscal 2025.
• Fragrance, which includes luxury brands like Tom Ford Beauty and Jo Malone London, remained stable year-on-year in FY2025, with a mid-single-digit increase from Luxury brands offsetting other declines.

Then there are the mass-market and accessible luxury consumers, served by brands like Clinique and The Ordinary. Clinique showed net sales growth across all geographic regions in FY2025, led by its face and lip subcategories, which is a bright spot against broader category weakness.

The company heavily targets consumers in high-growth emerging markets. Mainland China is pivotal; for fiscal year 2026, The Estée Lauder Companies Inc. projects organic net sales growth of around 5% there. Still, the overall Asia-Pacific region faced headwinds, with net sales for the trailing twelve months (TTM) ending June 30, 2025, at $4.54 billion.

The travel retail shoppers represent a segment that has seen significant recent volatility, though management is optimistic about a return to growth. In fiscal 2025, travel retail represented approximately 15% of reported sales, a drop of 4 percentage points from fiscal 2024. This channel saw a strong double-digit net sales decline, specifically -28% year-on-year, driven largely by Asia travel retail and subdued sentiment from Chinese consumers. The company is actively working to improve this exposure, noting a breakthrough agreement with Duty Free Americas in the US.

Here's a look at how the revenue was distributed geographically for the TTM ending June 30, 2025:

Geographic Region	TTM Revenue (Ended June 30, 2025)	Percentage of Total (Approximate)
Europe, The Middle East & Africa (EMEA)	$5.38B	37.5%
Asia Pacific	$4.54B	31.7%
The Americas	$4.41B	30.8%

The Estée Lauder Companies Inc. (EL) - Canvas Business Model: Cost Structure

You're looking at the major outflows for The Estée Lauder Companies Inc. as they push through the Profit Recovery and Growth Plan (PRGP). The cost structure is heavily influenced by necessary, but significant, investments in marketing and the one-time, yet massive, costs associated with this transformation.

Significant Restructuring Charges from PRGP

The Profit Recovery and Growth Plan (PRGP), initiated in November 2023 and expanded in February 2025, is a major driver of current period costs. The total estimated restructuring and other charges for the overall expanded program are between $1.2 billion and $1.6 billion (before tax). The plan is expected to be substantially completed by the end of fiscal 2027.

As of November 29, 2025, the cumulative restructuring and other charges recorded related to initiatives approved under the Restructuring Program were approximately $1.137 billion (before tax). This plan includes a targeted workforce reduction of 7,000 employees.

Here's a breakdown of the most recent restructuring activity:

Cost Component	Amount (Pre-Tax)	Notes
Cumulative Charges Recorded (Through Nov 29, 2025)	$1.137 billion	Total incurred costs for the PRGP initiatives so far
Charges for Oct 26 - Nov 29, 2025 Period	$285 million	Recent charges related to PRGP
Employee-Related Costs (within Oct 26 - Nov 29 period)	$75 million	Severance and workforce reduction costs
Contract Termination Charges (within Oct 26 - Nov 29 period)	$22 million	Costs related to exiting agreements

These charges cover professional services for design and implementation, transition support, and the global project management office for the initiative.

High Consumer-Facing Investments

The Estée Lauder Companies Inc. continues to allocate significant capital toward consumer-facing activities to drive brand visibility and sales conversion. These costs are a necessary component of competing in the prestige beauty space, especially when facing softness in key markets like mainland China.

Consumer-facing investments explicitly include:

• Co-operative advertising expenses.
• Selling, advertising, and promotional expenses.
• Store operating costs.

For instance, operating income in the Fragrance segment declined in the fiscal 2025 first quarter due to strategic investments supporting expanded global consumer reach through advertising and promotional activities, such as the launch of BALMAIN Beauty. Similarly, the adjusted operating margin contracted in the fiscal 2025 third quarter, reflecting an increase in these consumer-facing investments.

Cost of Goods Sold (COGS) for Premium Ingredients and Manufacturing

The Cost of Sales (COGS) reflects the expense of sourcing premium ingredients and the associated manufacturing overhead. While specific COGS dollar amounts for fiscal 2025 aren't immediately available in the search snippets, the impact of managing these costs is evident through gross margin movements.

The Company noted that its As Reported and Adjusted Gross margin expanded by 310 basis points to 75.0% in the fiscal 2025 third quarter. This expansion was primarily driven by net benefits from the PRGP, which included a reduction in cost of sales. However, this margin benefit was partially offset by an unfavorable impact of 100 basis points due to a charge for under-absorbed manufacturing overhead costs recognized in that quarter.

R&D Expenses for Product Innovation and Clinical Testing

Specific reported dollar amounts for Research & Development (R&D) expenses are not detailed in the provided late 2025 financial updates. However, the strategic focus under the 'Beauty Reimagined' vision emphasizes creating transformative innovation across prestige price tiers to deliver fast-to-market, on-trend products. This strategic priority implies continued, significant investment in product development and associated testing.

General and Administrative (G&A) Expenses, Targeted for Reduction via PRGP

The PRGP is explicitly designed to create efficiencies that reduce operating expenses, which includes G&A costs, by transforming the operating model to be leaner and more agile. The net benefits from the PRGP helped to reduce non-consumer facing expenses in the fiscal 2025 third quarter. The restructuring initiatives focus on simplification, acceleration of processes, and standardizing end-to-end business processes, all aimed at lowering structural costs over time.

Finance: draft 13-week cash view by Friday.

The Estée Lauder Companies Inc. (EL) - Canvas Business Model: Revenue Streams

You're looking at the top-line performance for The Estée Lauder Companies Inc. for the fiscal year ended June 30, 2025. Honestly, it was a year of navigating continued softness, but the company is pointing to a turnaround starting in fiscal 2026. For the full fiscal year 2025, the reported net sales landed at $14.3 billion, which was an 8% decrease on a reported basis from the prior year's $15,608 million. The organic net sales, which strip out currency effects, were $14,351 million, also down 8%.

The revenue generation is heavily reliant on product categories, and as you can see below, most categories faced headwinds in FY2025, though the company managed to expand its gross margin to 74.0%, up 230 basis points, partly due to its Profit Recovery and Growth Plan. The mix of sales is critical here; for instance, global travel retail, which used to be a cornerstone, accounted for just 15% of reported sales, a sharp drop from its peak.

Revenue Stream Category	FY 2025 Net Sales (Reported Basis, $ millions)	FY 2025 % Change (Organic Basis)	FY 2024 Net Sales (Reported Basis, $ millions)
Total Net Sales	14,326	(8. )%	15,608
Skincare	6,962	(12)%	N/A
Makeup	N/A	(5)%	N/A
Fragrance	N/A	0% (Flat)	N/A
Hair Care	N/A	(10)%	N/A

The Skincare category remains the largest contributor to revenue, bringing in $6,962 million in FY2025, but it saw the steepest decline at 12%. The Makeup segment also contracted by 5%, while Hair Care sales dropped by 10%. On a brighter note, Fragrance sales held steady, remaining flat for the year, which was supported by growth in the Luxury brands portfolio.

The channels through which The Estée Lauder Companies Inc. sells its products are also a key part of the revenue story, especially the shift toward digital. You should definitely track the direct-to-consumer performance going forward.

• Online sales, spanning e-commerce and company stores, hit an all-time high, representing 31% of reported sales in fiscal 2025.
• The growth in online sales accelerated from low single digits in the first half of FY2025 to mid-single digits in the second half.
• The launch of The Ordinary on Amazon's U.S. Premium Beauty Store, followed by Origins and Aveda, bolstered digital revenue.
• Fragrance brands like Le Labo benefited from targeted expansion of consumer reach, including direct-to-consumer channels globally.
• The Americas region saw its sales fall by 4%, cushioned somewhat by the Amazon Premium Beauty store launches and pricing gains.

The performance within categories was brand-specific, too. For example, the 12% decline in Skincare was mostly due to drops from Estée Lauder and La Mer, but Clinique provided some offset with growth across regions. Similarly, the flat Fragrance performance was driven by mid-single-digit increases from Luxury brands and strong double-digit growth from Le Labo and Kilian Paris, which counteracted declines from Estée Lauder and Clinique franchises.