Fabrizio Freda, the outgoing CEO of Estée Lauder Companies, has set the stage for his successor in June 2025, where they will face a multifaceted challenge. The American beauty conglomerate is grappling with a significant decline in demand not only in its home market but also on the international scene. The daunting task ahead requires a comprehensive approach to rejuvenate the brand and reclaim its market share.

A fresh strategy for China is imperative, as this market has the potential to drive growth for luxury beauty brands. With Chinese consumers increasingly turning to local brands, a reevaluation of Estée Lauder’s approach is vital. This could involve investing in localized marketing campaigns that resonate more with Chinese culture, showcasing authenticity and relevance.

Moreover, a thorough overhaul of the channel and category strategy could provide much-needed momentum. Exploring new distribution channels, such as e-commerce platforms and pop-up stores, can attract tech-savvy consumers looking for fresh experiences. The expansion into wellness and clean beauty categories should also be considered, given the rising consumer awareness of sustainability and health.

Generating buzz is essential to re-engage with consumers. Collaborations with high-profile influencers and innovative marketing campaigns can create excitement and a renewed sense of loyalty. For instance, leveraging social media platforms effectively can help the brand connect with younger generations and drive conversations around its product ranges.

In a competitive landscape where consumer preferences are rapidly shifting, the new leadership must act swiftly and strategically. By focusing on a robust China strategy, revitalizing category approaches, and igniting consumer interest, the next CEO of Estée Lauder can steer the company toward a revitalized and prosperous future.