The Estée Lauder Cos. Inc. just brought its corporate web site into 2016.
The 70-year-old beauty giant used illustrations from artist Donald Robertson as part of the redesign, which now characterizes Lauder as the global house of prestige beauty in a video featured at the top of the page. The idea is to emphasize that Lauder is the “only company focused exclusively on prestige beauty,” according to a spokeswoman.
The site, used mainly by job seekers, investors and media, is part of Lauder’s plan to invest in digital communications.
“We are incredibly proud of the new ELCompanies.com, which is a beautiful balance of the company’s rich history and strategy for long-term, sustainable growth,” said chief executive officer and president Fabrizio Freda. “The site highlights our strong portfolio of prestige brands and focus on creativity and innovation, while both reflecting the quality of our talent and attracting the potential talent of the future.”
Scrolling down leads to a visual display of each of Lauder’s brands, linked to web sites and with rollover descriptions. Lauder owns Clinique, Bobbi Brown, MAC Cosmetics, Bumble & bumble, Aveda, Jo Malone, By Kilian, Glamglow, La Mer, Lab Series, Le Labo, Origins, Rodin Olio Lusso and many other brands.
Below that, there are easy-to-navigate sections with more information on where brands are sold, the company’s history, corporate news and employment opportunities.
When Lauder unveiled its restructuring plan, termed Leading Beauty Forward, Freda called out digital as an area where the company would place increasing focus. The plan aims yield $200 million and $300 million in net benefits, which will be reinvested into other areas. It also includes a net reduction of between 900 and 1,200 jobs.
“We’re going to invest in a lot of new training and development in areas where our current employees need to retrain and develop,” Freda said in May. “An example would be digital medial or retail activities, depending on the groups of people.”