ESTÉE LAUDER has been highlighted as one major International brand which has made particulary strong headway in the emerging markets, and is reportedly now looking to further strengthen its sales by focusing on male grooming. Market analysts at Trefis have highlighted that, alongside fellow beauty giant L’ORÉAL, Estée Lauder’s capacity for investment into R&D and advertising in emerging markets, particularly in the Asia Pacific region, means it has managed to win out against those brands with smaller budgets.
