Estée Lauder launches anti-ageing cream specifically targeting European women

By Pooja Kondhia

- Last updated on GMT

Related tags: Marketing, Estée lauder

Estée Lauder has launched an anti-ageing cream specifically targeting European women as they have different needs to women around the world, according to its own consumer research.

The cosmetics giant has used the findings of the research it conducted to develop an anti-ageing cream adhering to the needs of European women in particular.

After conducting extensive European consumer studies, Estée Lauder uncovered that there is a specific modern European woman looking for a simplistic approach to beauty​ [in anticipation of] her skin’s changing needs​”, a company spokesperson told CosmeticsDesign-Europe.com.

Consumer-based

As part of Estée Lauder’s research, European women’s skin care habits were compared to women around the world.

According to the consumer study, European women see ageing as a natural process and so do not have any one serious skin-ageing concern.

Also, the European consumer is not obsessed by beauty or wrinkles and would prefer a simple skin care approach due to a busy lifestyle.

Sensory properties

In addition, consumer research also revealed to the company that European women give importance to the fragrance, texture and comfort of the formula. As a result, texture and fragrance testing for the product was conducted in Europe with over 1,000 women, the company claims.

In line with this, according to the cosmetics giant, the anti-ageing cream has a lightweight and soft texture and a fragrance featuring an oriental citrus and floral scent, developed especially based on the consumer research.

To back up claims made, clinical testing conducted by Estée Lauder found that in four weeks, 92 per cent of women showed a significant improvement in firmness as well as finding that skin was instantly smoother, clearer and more radiant, according to the company.

Related topics: Market Trends

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