COMMENTING ON A CASE STUDY: ESTEE LAUDER
The case study is about the Estee Lauder Company. This company opened a store to sell M.A.C. make up in Lagos Nigeria in March, 2013. M.A.C. was founded in Toronto in the year 1984 by a make-up artist known as Frank Toskan, who ran a chain of hair salons. This brand was initially created for the professional make-up artists. The mission statement is All Races, All Ages. It is found out that the company has, for a long time, courted for the minority females who could not find make-up which helped to complement their skins tone. M.A.C. is found to be the top seller of high-end makeup to American blacks, with its products making up a half of sales in that category (Estee Lauder, 2013, p.37).
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