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Estée Lauder Company Expands Presence in China With New Ethnic-Focused Brand

Estee Lauder Osiao Campaign

Photo Courtesy of the New York Times Company
In an attempt to broaden its presence globally and make deeper inroads in China, the luxury brand Estée Lauder Company is forgoing the traditional method of simply introducing a new ethnic-focused product and is instead adding an entirely new brand to its repertoire. Osiao will be a new skincare brand that will used specialized Chinese medicine combined with American marketing tactics to appeal to its Asian consumers' tastes. "It will be a brand with a unique position, a brand that will give consumers a sense of being local, of being really dedicated to them," said Fabrizio Freda, Estée Lauder Companies' chief executive.

Nicolle Keogh

Nicolle graduated from Southern Methodist University in Dallas, TX in 2011 with degrees in Journalism and French. Originally from the East Coast, she is a recent San Diego transplant who is trying to take advantage of all that this sunny city has to offer. She was a contributor to her campus newspapers at SMU and was previously the Editor of San Diego-based start-up DailyCrowdsource....(Read More)

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