SHANGHAI: Cosmetics company Estee Lauder(雅诗兰黛) has hired Arnold StarEast Communications to handle creative for its flagship Estee Lauder brand and Clinique(倩碧).

The incumbent was Lowe Shanghai. Media planning and buying account for tactical and local campaigns will be handled by Motivator(灵立媒体). Estee Lauder and Clinique target urban upper middle class women aged 25-44.

Arnold director of brand architecture Kitty Lun said: “Psychographically, those women who care about how they look, how they feel and are more Western oriented.”

Lun said the premium beauty care category was facing intense competitive pressures. “In order to stand out from the crowd, market insights and local relevance are important. Estee Lauder and Clinique are global brands, (but) it is important to apply local insights.”

By: admin


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