Introduction
The Estée Lauder company uses the narratives of the report to create an image of a successful organization in the eyes of its stakeholders. By effectively utilizing sales data, corporate rhetoric, and visual appeal, the organization can reaffirm its status in the eyes of stakeholders and consumers alike. The main purpose of the work is to showcase the strengths of Estée Lauder and pave the road forward through thoughtful strategic focus. To better understand the tactics and techniques used by Estée Lauder in its report, it is necessary to discuss them in more detail. For this paper, Estée Lauder’s 2020 company report will be analyzed and brought up for scrutiny.
Use of Data
First, it is crucial to consider Estée Lauder’s use of data and statistics. In building a narrative around their products, the company refers to the success and performance of specific products. In mentioning “Estée Lauder Advanced Night Repair,” “M•A•C Studio Fix Foundation,” and others, the organization can center the discussion on specific examples of success, lending it more credibility. Furthermore, this effort also makes it easier for the text to justify a future focus on particular franchises later. In addition to the mentions of products and their success, Estée Lauder includes performance statistics and highlights regarding its success.
The 5-Year CAGR Sales graph compares Estée Lauder with its competition, demonstrating that the company was able to establish larger sales growth (“2020 year in review – The Estée Lauder Companies Inc,” 2020). The use of data, in this case, can be seen as slightly deceptive, as Estée Lauder uses different time frames for the three organizations being compared. The data differences are disclosed below the graph in a smaller font. However, the graph is easily readable to the audience, containing enough information to contextualize the information presented within. This is critical to capturing the audience’s attention and using data effectively (Soomo Learning, 2020). The inclusion of this graph shows Estée Lauder is concerned with projecting an image of commercial success and record sales.
Use of Specific Terms to Create a Narrative
In addition to the above paragraph, Estée Lauder uses specific phrasing to put a larger emphasis on aspects of the company it considers valuable. The biggest example of this is their “Hero Products” – a line of items that have shown the biggest and most consistently high sales over the reporting period (“2020 year in review – The Estée Lauder Companies Inc,” 2020). The name is chosen deliberately, and the report calls attention to it on multiple occasions, both through the use of heroic-sounding language and continuous repetition. The items are considered “bright stars” in the Estée Lauder catalog, working as a demonstration of the brand’s strengths (“2020 year in review – The Estée Lauder Companies Inc,” 2020). Hero products are hailed as trusted, high-quality, and capable of inducing loyalty and larger purchases.
Visual Presentation
The presentation is designed ergonomically, simplistically, and to the point. Unnecessary visual clutter is avoided through the use of “read more” options, and every category includes a quick summary of its contents. Visuals are also included, focusing primarily on the faces of Estée Lauder’s upper management and appealing images of company products. This makes the notion of outstanding hero products even more prevalent and centers the company’s franchises as primary sources of resilience.
The biggest appeal to readers is the matter-of-fact presentation and the ability to quickly get a feel for the tone and messaging of the report without getting slowed down by unnecessary messaging. The use of figures, similarly, works in favor of the report, letting the audience see a visual representation of success and relate to the messaging of the work as a whole.
Conclusion
The report achieves its primary goals – reviewing the causes of its previous success and charting a way forward. By contextualizing Estée Lauder hero products as sources of corporate success, the organization can adjust its positioning on the market and embrace further success. The use of data and statistics further enhances the point made by the overall narrative, creating a sense of cohesion. In deciding to focus on specific products, Estée Lauder follows through with their internal messaging and guarantees higher revenues on the online market.
References
2020 year in review – The Estée Lauder Companies Inc. (2020). The Estée Lauder Companies Inc. Web.