You work as a communication specialist at Estee Lauder Companies. Think about the economic and social challenges we have experienced in the last

Memo

Jonathan Betancourt

Denise Kania

Richard Clavel

Aneesa Chambers

Miselyne Charles

Jonathan Augustin

FIU

COM 3110: Business and Professional Communication

Professor: Lara Chapman

June 17, 2025

Memo

To: The Senior Leadership Team From: The Communications Specialist Date: June 12, 2025 Subject: Proposal for Enhancing Sustainability Strategies Introduction In response to the current economic volatility and shifting social values, the Estée Lauder Companies must reaffirm its commitment to sustainability in a manner that aligns with the values and expectations of its primary consumer demographic: women aged 25 years and older. This consumer segment constitutes a significant share of the company’s recognized and loyal customer base. Transparency, clean beauty standards, and sustainable sourcing increasingly influence these consumers, who demand that brands demonstrate accountability across their entire value chain. These consumers prioritize the aesthetic benefits of cosmetic products while actively valuing the long-term environmental impact and ethical standards upheld by the brands they support. In line with the above observations, the Estée Lauder Companies must proactively align its business practices with the expectations of this demographic to maintain long-term brand relevance and market competitiveness. Background Contemporary consumers demonstrate a heightened awareness of global sustainability challenges, including unethical labor practices, environmental degradation, and climate change. Research suggests women aged 25 and above are seeking responsible sourcing, inclusivity, and transparency when choosing personal care products (Shum et al., 2024). This growing awareness compels companies to prioritize ethically sound supply chain management, environmentally sustainable packaging, and the use of clean, ethically sourced ingredients. Research suggests that organizations demonstrating a consistent commitment to sustainable business practices are more likely to preserve customer trust and loyalty during periods of economic and social instability (Rocca et al., 2022). Estée Lauder Companies has made commendable strides in core areas, such as carbon reduction and ethically responsible safety assessments. However, it must renew efforts to reflect evolving social consciousness standards. The company must focus on long-term sustainability and transparency strategies that reflect the core values and aspirations of its core market segment. Further Areas of Concern Evolving Beauty Standards: Estee Lauder has been a household name for decades and it’s something that we take pride in. But with that being said we need to consider the social climate that we are trying to appeal to with today’s demographic. The same standards and beauty aspects that were considered “it” or “hot” 2, 3 or even 5 years ago are not the same as today. As is the nature of this business, fashion and beauty are constantly evolving so we need to heavily focus on being able to keep up with what is trending. Prime example being the growing interest of men with skincare, a market that has been severely under explored. Economic Disparities: Another aspect that we need to review is pricing. In today’s economic climate some of our products have become a commodity unattainable by most and this primarily

to do with overpricing. This level of unitability has led to our lack of growth in several market areas, as well as a reduction in growth in areas that we are known for high performance. With this knowledge we need to analyze what steps we can take to deliver a more affordable product without the need to sacrifice the quality that we have come to be known for. How We Plan to Address these Areas of Concern Choosing Authenticity: Estee Lauder hasn’t just been perpetrating the status quo through our years of operation, but we’ve been defying it. We have a mission at Estee Lauder to stay clear of unrealistic beauty standards and appeal to authenticity. We want to cater to all skin types, genders, and cultures. Beauty is inherently in all of us; Estee Lauder’s mission is to simply accentuate that beauty. We plan to increase our demographic and facilitate this vision by investing into marketing campaigns that will be seen by all types of people, not just young adult women. Cost-Effective Product Series: A new approach to our manufacturing process might very well be the answer to catering to an economically struggling market. For years Estee Lauder has kept manufacturing within the states and our American made products are something we’ve historically taken pride in. However, if we pivot our harvesting process to other continents, we will be able to decrease the cost of production by more than half. Which would in turn allow us to launch a new line of budget products that are manufactured outside the states and cater to those who are struggling in these extraordinarily trying times. We still plan to stay true to our mission for sustainability through this outsourcing pivot.

References

Rocca, R., Acerbi, F., Fumagalli, L., & Taisch, M. (2022). Sustainability paradigm in the cosmetics industry: State of the art. Cleaner Waste Systems, 3, 100057. 1-14. https://doi.org/10.1016/j.clwas.2022.100057

Shim, J., Woo, J., Yeo, H., & Kang, S. (2024). The clean beauty trend among Millennial and Generation Z consumers: Assessing the safety, ethicality, and sustainability attributes of cosmetic products. SAGE Open, 14(2), 1-8. https://doi.org/10.1177/21582440241255430

Background- completed by Jonathan Augustin:

Over the past several months, Estée Lauder Companies have faced significant social and

economic changes that have created problems with customer behavior and brand accessibility.

Inflation and rising living cost have changed how people spend their discretionary income,

especially among younger consumers and working class women. As a result, many are now

considering more affordable options rather than luxury purchases. Luxury beauty brands are

under increased pressure to adapt to a value conscious market while maintaining their high-end

image.

Simultaneously, consumer priorities have shifted in the wake of the Covid-19 pandemic.

Skincare continues to dominate over makeup, with a greater focus on self-care, wellness, and

ingredient transparency. Additionally, more men are entering the skincare space, breaking old

gender norms and looking for products that cater to their specific needs without being

stigmatized.

A major market opportunity is presented by Gen Z in particular. While they value quality and

brand ethics, affordability and inclusivity are top priorities. Many members of this demographic

admire Estée Lauder’s legacy but feel priced out or disconnected from the brand’s messaging.

Similarly, working class women 25 and over, a historically loyal demographic, are now

balancing financial limitations with the desire to maintain self-care routines, creating a demand

for quality without sacrificing affordability.

These challenges present an opportunity for Estée Lauder to reimagine its approach to

inclusivity, pricing strategy, and audience engagement, ensuring that its iconic products remain

relevant, accessible, and appeal to a wide range of consumers.

Figure 14.8 Internal Proposal

The manager in charge of his company’s employee development efforts has a solution to three worrisome workforce issues that he has previously discussed with his boss, the director of human resources. He uses this memo-format proposal to outline a new employee mentoring program and suggest how the company can get started on it.8

Internal Proposal Sample

Figure 14.8 Internal Proposal (continued )

Figure 14.8 Internal Proposal (continued )

Figure 14.8 Internal Proposal (continued )