With three of the fifteen person Estee Lauder board under 50 and facing into a quickly shifting younger demographic, Estee Lauder executives have made a focused effort to connecting their senior leadership to millennials.

One way Estee Lauder have done this is by creating “millennial advisory boards” to connect their senior leadership teams with the trends and mindset of their changing customer demographic. These boards led to Estee Lauder launching their first “millennial” brand – Estee Edit.

They also connect senior leaders with millennials on “retail immersion” excursions, reverse mentoring programmes and sessions on how millennials are using new technologies such as Snapchat.

Estee Lauder acknowledge that one of their key challenges is “perfection over progress” and while the millennial focus is encouraging, it will take time to develop. “The receptiveness among the executive leadership really varies across the brands.”


If you are an organisation who could benefit from bringing a different perspective to the table to reach new audiences,  please don’t hesitate to contact Transformus.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s