Decoding Estee Lauder's Strategic Move Into Amazon Premium Beauty

Group 1 - Estee Lauder has launched its brand on the U.S. Amazon Premium Beauty store, enhancing accessibility to its skincare, makeup, and fragrances for a broader audience [1][2] - The introduction includes an exclusive Virtual Foundation Tool to assist customers in finding their ideal foundation shade [1][3] - Estee Lauder's product offerings on Amazon include best-sellers like Double Wear Stay-in-Place Makeup and Advanced Night Repair Serum, along with holiday gift sets [3] Group 2 - The launch is part of Estee Lauder's strategy to enhance brand visibility and product discovery, utilizing a female-focused sports marketing campaign on Prime Video [3] - The company is focused on rebuilding profitability through its Profit Recovery and Growth Plan, targeting significant benefits for fiscal 2025 [4] - Estee Lauder's stock has decreased by 12.2% over the past three months, compared to a 15.3% decline in the industry [4]