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Estée Lauder Fragrance to join M&S’ beauty offer online and in selected stores across the UK
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The latest addition forms part of retailer’s ‘Brands at M&S’ strategy – curated third-party ranges for the M&S customer that complement its own brand offer
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Third-party beauty brands now represent 42% of total sales in M&S Beauty
Today Marks & Spencer has announced that it will welcome Estée Lauder Fragrance as the retailer continues to grow its beauty offer.
From next month, over 30 of the beauty brand’s fragrances will be available on M&S.com for free next day delivery or click & collect to over 700 locations, as well as selected stores across the UK*.
The range will include bestselling and award-winning fragrances from Estée Lauder including the Beautiful, Bronze Goddess and Pleasures collections for women and Aramis for men. Since the brand launched, Estée Lauder’s fragrances have ascended to truly iconic status, with enduringly popular scents. This partnership offers a new way to experience Estée Lauder’s most iconic parfums.
Building credibility through Brands
Estée Lauder Fragrance is the latest brand to join M&S as part of the wider ‘Brands at M&S’ strategy and will bring the total number of third-party beauty brands available on M&S.com to 47. By welcoming a dynamic, market leading third-party partner, M&S is complementing its own brand beauty offer, inspiring loyalty and repeat purchases, whilst driving new customers to M&S as it continues to build market share in the category. The arrival of Estée Lauder Fragrance follows the success of global skincare brand Clinique in 2022; part of the Estée Lauder group, Clinique resonates strongly with the M&S customer and is now the number one third-party beauty brand at M&S. Third-party brands now represent over 40% of total sales in M&S Beauty.
Strength in M&S Beauty
As M&S continues to reposition for growth, more customers are turning to M&S for their beauty needs –14% of Clothing & Home customers shopped Beauty in 2022 - and they are particularly loyal, shopping 11.5 times a year. M&S Beauty is focused on offering a simpler approach by being the trusted editor, with a carefully curated offer, relevant to its customers’ needs. With over 15 own brand labels including Formula, Discover, Fresh Elements and Apothecary, M&S is continuing to develop its own brand ranges which customers love. In the space of two years, Apothecary has grown to become a £20m brand, with the Warmth Eau De Parfum 50ml (£10.00) becoming the number one beauty line at M&S, selling over 20,000 this summer alone.
Having built success in fragrance, M&S is welcoming fine fragrance experts Estée Lauder Fragrance to offer customers a broader product proposition and stretch in price point – with prices starting from £25. 12% of M&S’ third-party brand offer is now fragrance, presenting an opportunity for M&S as it continues to grow its beauty offer.
Heidi Woodhouse, Director of Home, Furniture and Beauty at M&S, commented: “At M&S, we’re committed to becoming the trusted editor in beauty for our customers. We’re continuing to innovate with our leading own brands and introducing third-party partners who complement and complete our offer. Following the success of Clinique last year, part of the Estée Lauder group, we’re delighted to welcome Estée Lauder Fragrance; with our shared synergy in values, the partnership will support us to grow our relevance in the fragrance category where we know brand credibility is important.”
Luke Evans, Vice President / General Manager at Estée Lauder commented: “This is such an exciting partnership for Estée Lauder, to be entering into one of the UK’s most trusted high street stores which is fast becoming the destination for beauty. We are thrilled to be able to offer M&S consumers the opportunity to shop Estée Lauder’s most iconic fragrances, both in-store and online. We want to make our fragrances accessible and for our carefully curated edit of fragrances to offer customers the opportunity to discover and re-discover scents to gift or self-gift, all year round.”
*Estée Lauder Fragrance will be available on M&S.com and in selected stores from 5th October. Estée Lauder will be available at M&S Argyle Street Glasgow, Bluewater, Braehead, Camberley, Cheshire Oaks, Cheshunt, Cribbs Causeway, Culverhouse Cross, Handforth, Hedge End, Leeds White Rose, Liverpool One, London Colney, Longbridge, Newcastle, Pudsey, Stratford City London and Stevenage.
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