Discussion on the Marketing Strategy of Estee Lauder DW Foundation Liquid Based on the RED Platform
Year: 2025
Type: article
Abstract: This study aims to thoroughly analyze Estee Lauder's DW Foundation marketing strategy on the RED platform, a leading social e-commerce website in China. Considering the fact that the beauty industry is growing more competitive, it is necessary to acquire insight into the behavior of customers on digital platforms. For the purpose of gaining a better understanding of the elements that impact purchasing decisions, this study investigates aspects such as price, shade diversity, and lasting power. According to the findings, there is a weak negative correlation between price and sales, which highlights the significance of other product characteristics. Through the use of user-generated content and the collaboration with influencers on RED, Estee Lauder has the ability to improve its brand presence and effectively engage with the target audience it is trying to reach. This gives a thrilling opportunity for the brand to further strengthen its position in the market and meet the evolving needs of consumers.
Author: Jiaqi Liu
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414145593