Estée Lauder is asserting its position in the realm of skin longevity, starting with a bold move in China.
The flagship brand of The Estée Lauder Companies is set to debut a new standalone retail concept known as the Skin Longevity Institute, scheduled to open in Hainan on June 30. These locations will prioritize services, featuring advanced technology for skin analysis, bespoke facial treatments, and retail offerings of the brand’s esteemed Re-Nutriv products.
This initiative follows 15 years of Estée Lauder’s intensive research into sirtuin proteins, culminating in their exclusive Sirtivity-LP technology, acclaimed for its purported ability to both prevent and reverse signs of aging. This breakthrough forms the cornerstone of the brand’s Re-Nutriv line, renowned for its luxury skincare solutions.
“The concept of longevity as the ultimate luxury reflects a burgeoning trend where consumers, increasingly focused on longevity and wellness, seek brands offering not only exceptional products but also immersive luxury service experiences,” explained Justin Boxford, Global Brand President at Estée Lauder.
Launching this retail concept in China underscores the brand’s strategic focus, particularly in a market where its parent company has faced challenges. Analysts have emphasized the need for Estée Lauder to rejuvenate sales in this critical region.
“China is a pivotal market for us, catering to prestige and luxury consumers and representing one of our largest opportunities,” Boxford emphasized, noting the robust demand for higher-priced products from the brand among Chinese consumers.
Estée Lauder reported mid-single-digit growth in sales during its third quarter of fiscal 2024, with strong performance from products like the Re-Nutriv Ultimate Diamond Transformative Brilliance Soft Creme Moisturizer in mainland China. The Asia-Pacific region saw a 3 percent increase in net sales for the company overall, driven by skincare and fragrance categories.
“We’ve been very pleased with the initial results from our latest launch,” Boxford commented. “Our recent earnings call highlighted momentum, particularly in North America, fueled by our strategic focus on luxury.”
Boxford views the brand’s research and innovation as pioneering in science-driven luxury skincare, leveraging services to enhance consumer awareness and education. “Our move into the service experience is a natural evolution in how we engage with consumers in a premium manner.”
Looking ahead, Estée Lauder plans to expand the Skin Longevity Institute to additional markets beyond Hainan. “Following our debut in Hainan, we’ll soon launch in Suzhou, where beauty enthusiasts eagerly await our offerings,” Boxford revealed. “August will see us opening in Montreal, with plans underway for multiple locations across Europe and the U.K.”
The Hainan Skin Longevity Institute serves as a blueprint for this global expansion, featuring private consultation spaces and advanced skin diagnostics. Estée Lauder’s aestheticians will integrate Re-Nutriv products into personalized facial treatments designed to optimize skin health and vitality.
“Our aim is peak performance—this is what age reversal truly means,” Boxford concluded. “Every aspect of the journey, from ambiance to aesthetics, has been meticulously curated to deliver a multisensory experience of longevity.”