DECIEM: Estee Lauder's Key To Unlocking Millennial Skin-Care Mindset?

Getting younger consumers to embrace skin care with the same enthusiasm they bring to makeup has been a challenge for Lauder. The firm's investment in DECIEM gives it a stake in the "abnormal" startup's umbrella of largely skin-care brands, which have given rise to new conversations and levels of excitement online among millennials and those who think like them.

Brain

The Estee Lauder Companies, Inc. has purchased a minority interest in DECIEM, Inc., a Toronto-based startup whose vertically integrated structure, unusually expansive umbrella of brands and pricing transparency contribute to its self-applied moniker, "The Abnormal Beauty Company."

Founded in 2013, DECIEM fancies itself a market disruptor, and Lauder agrees that its approach is already impacting the world...

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