Monday 14 November, Estée Lauder announced that the acquisition of prestige color and complexion makeup company BECCA was final. The quick closing was no surprise; Estée Lauder predicted that the acquisition would be complete this month.
The company has been selectively buying brands and shaping its business to be a leader in the prestige market. Two years ago, Estée Lauder bought the prestige fragrance brand Le Labo. And at the time the company told the press that mergers and acquisitions were a high priority. Just shortly after, the company bought another prestige fragrance brand, Editions de Parfums Frédéric Malle.
The company’s focus on the prestige market extends into travel retail as well, a slice of the market place that meets consumer expectations for experiential / discovery retail, luxury lifestyle spaces, and exclusive products. This summer Estée Lauder opened Aveda, Jo Malone London, and MAC shops in the Dallas Fort Worth International Airport.
Inclusive beauty
BECCA Cosmetics, launched in 2001, has built its reputation as a brand for every shade of skin. It’s a brand that’s striving to be inclusive, up-to-date with its formulations, and practical about digital.
“Most of the brand’s foundations are available in up to twenty shades, with half designed for medium to deep tones and half designed for light to medium tones,” notes the Estée Lauder press release about the acquisition. “This commitment to developing premium, luxurious products in a balanced range of wearable shades for all skin tones makes BECCA a highly coveted brand for women of all ages and ethnicities.” It also seems to be a big part of what made BECCA a highly coveted brand by Estée Lauder.
BECCA’s digital prowess and the brand’s portfolio of complexion products (primers, concealers, foundations, blushes, and highlighters) will now be leveraged to effectively grow the brand globally.
“BECCA Cosmetics is a wonderful addition to our portfolio of prestige beauty brands,” Fabrizio Freda, president and CEO of The Estée Lauder Companies, told the press when the deal was first announced last month.