Restructuring efforts aim to capture the next generation of beauty shoppers

A New Vision Under Stéphane de La Faverie
Estée Lauder is reimagining its future under new CEO Stéphane de La Faverie, who is steering the company through a major restructuring. This includes up to 7,000 job cuts as part of a larger effort to streamline operations and improve profitability. The aim? To invest more heavily in winning over younger consumers and adapting to the digital-first beauty market. By focusing on platforms like Amazon and TikTok, where Gen Z and Millennial shoppers are increasingly discovering new beauty products, Estée Lauder is positioning itself to align with rapidly shifting consumer tastes, according to Business of Fashion and Estée Lauder’s own statements.

The Challenge of Competing with Influencer Brands
The restructuring is a response to mounting pressures faced by the company, including declining sales in markets like Asia and growing competition from influencer-driven beauty brands. Smaller, direct-to-consumer brands like Glossier and Fenty Beauty have captured the attention of younger consumers with their authentic, influencer-backed marketing strategies. Estée Lauder must now decide how to pivot its marketing approach to compete with these nimble, fast-moving companies. This could mean more influencer collaborations, product drops, and embracing a more accessible, yet still luxurious, brand image, according to sources like Forbes.

In addition to its marketing overhaul, Estée Lauder is focusing on expanding its presence in the e-commerce space, where younger shoppers increasingly spend their time. However, the company will have to act quickly to stay relevant in a market that is now driven by fast trends and instant access to the latest products, according to Financial Times .

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