Like Estée Lauder, Sabyasachi has built his brand based on a strong emotional connection with women, which is brought to life through this new exclusive collaboration. We took him to the Estée Lauder archives, and he saw how earlier lipsticks were highly weighted, had more art deco packaging on them and the luxury feel on the packaging. When I first moved here, I used a phrase, 'patient capital', which essentially meant we knew that at some point the Indian consumer base was going to change. The consumer you are targeting today is a very young Indian consumer who is extremely digitally savvy. But when we were coming to India, I said no... Estée Lauder is too far priced.

Source: Forbes March 02, 2024 22:24 UTC