雅诗兰黛低价甩卖三大知名品牌？

Core Viewpoint - Estée Lauder is reportedly considering selling its brands Too Faced, Smashbox, and Dr.Jart+ (collectively referred to as "Tijia Ting") at a significantly reduced price, reflecting a strategic shift towards streamlining its brand portfolio amid ongoing sales declines [1][2][3]. Group 1: Brand Sale Details - The three brands are being pitched to potential buyers with an expected total sale price in the low nine figures, estimated between $300 million to $500 million (approximately 2.09 billion to 3.49 billion RMB) [3]. - Estée Lauder originally acquired these brands for over $2.5 billion (approximately 17.46 billion RMB), indicating a potential loss of around 80% if sold at the current estimated price [3]. - Dr.Jart+ has been under Estée Lauder for only six years, highlighting the rapid decline in brand value [3]. Group 2: Strategic Context - The sale aligns with Estée Lauder's broader strategy under CEO Stéphan de La Faverie, which emphasizes a streamlined brand portfolio and investment in higher-growth potential brands [6][10]. - The brands targeted for sale are positioned in the mid-market segment, which contrasts with Estée Lauder's current focus on high-growth luxury beauty brands that contribute over 70% of its revenue [7][12]. - The cosmetic market has seen a decline in demand for color cosmetics, with Estée Lauder's makeup segment experiencing a 1% drop in Q1 of fiscal year 2026, while fragrance sales surged by 13% to $721 million (approximately 5.13 billion RMB) [8][12]. Group 3: Industry Trends - The trend of major beauty companies divesting underperforming brands is becoming common, as seen with Coty and Kenvue also evaluating their brand portfolios [15][18]. - This shift indicates a broader industry move from expansion to prioritizing profitability and focusing on core brands, reflecting the changing dynamics in the beauty market [18].