Clinique is the first Estée Lauder brand to debut on Amazon, more to come.
Clinique will be the first of a select few brands within the Estée Lauder Cos.’ portfolio to do so, according to the company. It is not yet known which other brands will join.
Such a move could help matters. In a note to investors late last year, Oliver Chen, an analyst at TD Cowen, stated that some of Lauder’s legacy brands were skewed toward older women in the U.S. due to their heavy distribution in department stores. Chen stressed that as its distribution structure evolves, he sees opportunities to reach a younger audience and recapture share in the U.S. market.
On why now, Freyre pointed to Amazon’s experience and capabilities improving over the past few years. It hasn’t always been smooth sailing, though. Lady Gaga’s Haus Labs originally launched in 2018 as the first exclusive brand to partner with Amazon — but the brand didn’t see the runaway success it had hoped for and relaunched with Sephora. And a few years ago, a number of big brands including Nike and Birkenstock left Amazon.
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