May 16th, 2023, Lesley Simeon
American cosmetics retailer Estée Lauder Companies (ELC) has appointed Nancy Mahon as its first chief sustainability officer. In her new role, Mahon (who will also occupy the position of executive director of ELC’s Charitable Foundation) will focus on the ‘strategic integration’ of the company’s sustainability initiatives.
With ELC welcoming its first ever chief sustainability officer, we look at how important sustainability is for current customers of the company’s Estée Lauder brand.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 67% of the cosmetic brand’s customers in Great Britain agree with the statement that they “prefer brands that are sustainable.” By comparison, 58% of the general British population agree with the statement.
Similarly, in the US, Estée Lauder’s customers are more likely than the general population to agree with the statement that they “prefer brands that are sustainable” (63% vs. 58%).
We also explore YouGov data to see what motivates Estée Lauder’s customers when they choose brands or shops to purchase makeup or personal care items.
A greater proportion of the brand’s US customers consider sustainability when compared to British customers (25% vs. 13%).
In the US, 54% of Estée Lauder’s customers in the US say suitability for different skin types is an important factor when buying makeup or personal care products, followed by special offers (42%) and cruelty free items (39%).
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US and GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
Photo by Guillaume de Germain on Unsplash