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Estée Lauder is betting big when it comes to influencers: The beauty giant is spending 75% of its marketing budget on digital marketing, particularly social media influencers.
This statistic was revealed by president and CEO Fabrizio Freda in Estée Lauder’s second-quarter earnings call this week, saying that the vast majority of its marketing dollars were going to digital nowadays, with influencer marketing being the primary beneficiary of that investment.
“Over time we have invested much more in advertising, and now I would say that every one of our brands has some investment depending on where they are,” said Freda.