Estée Lauder Companies: ad spend in the U.S. 2019

The Manhattan based beauty product manufacturer Estee Lauder spent 994 million U.S. dollars on advertising in the United States in 2019, having fallen after an all-time high recorded in 2018 when the ad expenditures surpassed the one billion dollar mark.

Estee Lauder’s strides in digital marketing

Taking into account the increasing popularity of influencers and their ability to organically grow brand awareness, In 2017 Estee Lauder joined forces with an influencer marketing platform and ventured to first research the beauty product consumer sentiment and then boost brand awareness by employing influencers as the company’s online ambassadors. For that purpose the social media influencers were given the freedom to choose which products to endorse and then upload how-to videos to YouTube. In addition beauty consultants engaged with consumers via Facebook chat and most importantly prospective customers had the opportunity to virtually test lipstick and eye shadow colors thanks to specifically designed digital tools. Owing to these efforts, Estee Lauder gained 120 pieces of content and reached more than three million users doubling their expected outcome of 1.5 million. The insights from the survey part of the campaign also revealed that Mac, Mecca and Clinique were the top three Estee Lauder brands on Instagram.

Estée Lauder Companies' advertising spending in the United States from 2012 to 2019 (in million U.S. dollars)

Characteristic	Spending in million U.S. dollars
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Release date

July 2020

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Region

United States

Survey time period

2012 to 2019

Supplementary notes

The figures include measured-media advertising spending and unmeasured spending. Measured media is based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media.

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