The Estée Lauder Companies (EL) Barclays 18th Annual Global Consumer Staples Conference 2025 summary

Progress on strategic pillars

• Significant progress made across five strategic pillars, with a focus on consumer coverage and market share gains in the U.S. and China.

• Expansion into Amazon Premium Beauty Store in multiple countries and TikTok Shop globally has shifted market share trajectory.

• Innovation pipeline is accelerating, aiming for over 25% of business from new products this fiscal year.

• Investment is balanced between brands and regions to avoid overreliance on specific geographies or products.

• Major operational transformation (PRGP) is simplifying processes and enabling faster decision-making.

Innovation and efficiency

• AI-driven efficiencies have reduced product development timelines and packaging failure risks, enabling faster, higher-impact launches.

• Recent launches, such as Estée Lauder's longevity product and new Clinique and Double Wear items, demonstrate successful innovation.

• All new innovations must be accretive to their categories and priced to attract both new and lapsed consumers.

Market and channel strategy

• Gained market share in the Americas for the first time in years, with a scalable playbook for Amazon and other platforms.

• Media model revamped to focus on both demand generation and capture, leveraging Amazon and TikTok Shop for broader reach.

• Lower price points and smaller sizes are used to re-engage consumers and adapt to post-COVID market pressures.