Creativity & Innovation

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Creativity & Innovation

At the heart of The Estée Lauder Companies is a passion for creativity and innovation‚ because like our founder, Mrs. Estée Lauder, we believe everyone can be beautiful. Every day, we help millions of people express their individual beauty with superior quality products, continuing the bold, breakthrough efforts of our founder.

By utilizing the latest technologies and understanding and staying ahead of the trends, we create multiple engines of innovation to fuel our brands — from product development to packaging, sampling to selling, marketing to merchandising. We define innovation broadly and design experiences to capture the imagination of consumers wherever they are — at home or at retail stores, online, on mobile or on social media. Delivering meaningful benefits to discerning consumers is what drives innovation across the Company.

  • ~5,000Different packages launched annually
  • 20%+New products per year
  • 565Average number of yearly patents filed or granted between FY'12 and FY'16
  • 100%Focused on prestige

SOURCE: The Estée Lauder Companies

Creativity-Driven, Consumer-Inspired

We have designed our organization to build upon the unique DNA of each brand and unleash creativity and talent across the enterprise. Brand Product Development, R&D, Packaging and Corporate Innovation partner with Creative and Marketing to develop multiyear pipelines of products, packages and experiences to fuel each brand’s essence.

These innovation pipelines are both global and locally relevant and exceed the expectations of the most demanding consumers in the world — across age, ethnicity, culture and geography. We are committed to serve consumers' current and emerging needs and wants — while leading with agility to respond to market shifts, societal trends and technology acceleration.

We are creativity-driven, consumer-inspired.

Fabrizio Freda

President & CEO

Through superior, breakthrough products and experiences we create High-Touch innovation for our consumers, offering them immediate and long-term benefits. “We like to say we are creativity-driven, consumer-inspired,” says President & CEO Fabrizio Freda. “We are inspired by what our consumer desires. But very importantly, we are driven by our creativity. We want to surprise the consumer with something they don’t yet know they want, and then can’t live without.”

Agility, Speed and Excellence

We work seamlessly with the Global Supply Chain to create and deliver end-to-end process and manufacturing innovation with excellence, speed and agility.

We are diverse leaders, scientists, creatives, entrepreneurs and intrapreneurs — partnering internally and externally to leverage world-class capabilities in our quest to deliver coveted innovation at start-up speed.

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The Estée Lauder Companies' Creativity & Innovation

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