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Article: ESTEE LAUDER HITS THE CAMPAIGN TRAIL AS PART OF IMAGE MAKEOVER.(Estee Lauder to boost ad spending 20%)(Brief Article)(Company Profile)(Statistical Data Included)
- Article from:
- WWD
- Article date:
- December 15, 2000
- Author:
CopyrightCOPYRIGHT 2000 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- A new chapter in the Estee Lauder story is about to begin.
A campaign is under way at the 54-year-old brand to broaden its appeal and freshen its image at a time when the industry is more obsessed than ever with what's hot, new and different. "We want to make the brand more inclusive than ever before," said Dan Brestle, the president of Estee Lauder USA & Canada.
This includes drawing in sophisticated twenty- and thirtysomethings who prefer hipper brands and responding to the diversity of the population with a a wider shade range while continuing to "develop our mature audience," Brestle noted.
The move is part of an effort to ...