In the Chinese market, an Estee Lauder lipstick average price of 230 yuan, a set of the most basic skin care products priced at 600 yuan, "a 230 RMB a lipstick and a 20 yuan or 50 yuan to the lipstick bring the feeling of women is not the same, this lipstick contains a value other than its own, but also embodies the trend of many female consumers understanding and recognition of fashion. "

   Perhaps this could explain why many women are willing to spend half of urban white-collar workers earning some more money to buy Estee Lauder products, because they believe that, with Estee Lauder to have a sense of style.

   In 2003, Estee Lauder spent on advertising expenditures above the average sales revenue accounted for 25% -30%, from a global point of view, the media investment in Asia than in Europe, but less than the United States. According to the 2003 financial report, the Asia Pacific region revenues accounted for 14% of global income, while the profit contribution of 11%. Mr. Gerba explained that in Asia, Estee Lauder has been the market leader, "It's like playing football, is already a champion, you must recruit better players."

   In order to maintain the brand, the channel construction are essential. Estee Lauder is currently in worldwide distribution channels are mainly department stores, specialty stores, perfume stores, drug stores, skin care salon, websites, duty-free shops as well as the university town. In China, due to policy provides that "can not be a wholly-owned foreign investment into the cosmetics retail industry", so the sale of department store remains the main channel. Of course, let Estee Lauder phase of high-end stores are large cities to see Estee Lauder, almost able to associate to "taste" and "fashionable."

   "We only do first-line brand," Today, Estee Lauder 5 billion dollars in sales came from high-end products, from this point of view, this brand from the United States seems more like a French lady. Only in the diversification of the wave rushing toward us, when the lady of the cosmetics industry-specific hold out much longer?