Estée Lauder Companies is a cosmetic and personal care products company, which manages a diverse portfolio of 28 brands well recognized for their quality and status worldwide, including Estée Lauder, Clinique, Origins and Aveda. Since its inception in 1946, Estée Lauder grew from a family business to a cosmetic giant in the US and later globally with its innovative ideas and development of its product segment. With annual sales of $7.8 billion, the company’s products are sold in over 150 countries and territories, and it counts with more than 31,000 employees across the globe. In recent times consumer awareness of social responsibility of the cosmetic industry rose, especially regarding animal testing and ecological issues. Estée Lauder Companies adjusted to the changing market requirements and focused more and more on its corporate responsibility. Today, almost every brand in the Estée Lauder group is linked with activities concerning current issues, from breast cancer, over water shortage or AIDS awareness. The case offers scope to discuss strategies, which enforce not only the growth of a multinational company, but also underlines its corporate responsibilities.
SOM, A. (2011). Estee Lauder companies: adapting CSR to the cosmetics industry. ESSEC Business School.