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ESTÉE LAUDER

Mapping the customer journey to beauty

Rafkin and his team partnered with senior U.S. key account executives across multiple beauty brands to map the customer journey for the beauty, skin care, and fragrance categories in the United States. For this single project, Rafkin’s team conducted 77 in-home ethnographies with consumers, 16 online retail audits, and 61 bricks and mortar retail visits in department stores, mass merchandise, drug, and specialty retail stores with shoppers in New York, Los Angeles, Dallas, and Atlanta.

 
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Rafkin recommended strategies, tactics, and best practices to optimize the customer experience, increase consumer loyalty, strengthen relationships with key Estée Lauder accounts, and surprise and delight beauty consumers of all types who thrive on excitement, novelty, and discovery.

Along the way, Rafkin identified and explored functional and emotional purchase drivers, shopping missions, and retail choice drivers which improved various Estée Lauder brand value propositions, while developing a highly-regarded customer segmentation strategy that is still in use today across MAC®, Clinique®, Bobbi Brown®, Jo Malone®, La Mer®, and other global Estée Lauder beauty brands.

 
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