Mini packs, big reach: Estée Lauder eyes India middle class

The American cosmetics and beauty giant is looking to expand investments in the country

- Suneera Tandon

CEO and global president Stéphane de La Faverie says emerging markets are very important for Estée Lauder Companies as a whole.

(REUTERS)

The Estée Lauder Companies, which sells brands such as MAC, Bobbi Brown, Too Faced, Clinique and Dr. Jart+, is looking to step up investments in India, among its largest emerging markets, according to Stéphane de La Faverie, global president and chief executive officer (CEO) of the American cosmetics and beauty firm.

While adoption of online shopping in India is a big draw for the group, it also aims for a wider appeal with small packs for the price-sensitive market, in which it sees a great growth potential.

“Emerging markets are very important for us as a whole, and within emerging markets, India is among our largest,” de La Faverie said during his recent visit to the country.

The group recently announced an overhaul of its global strategy that involves reaching more shoppers, accelerating innovation and expanding its presence in high-growth channels, markets and price tiers.

Estée Lauder, present in India since 2005, largely operates in the premium beauty segment that accounts for about 10% of the country's beauty and personal care market.