Brand positioning: Estee Lauder is one of the largest skin care, cosmetics and perfume companies in the world. Its product range covers facial skin care products, cosmetics, perfumes and other fields, and it is a comprehensive high-end beauty brand. Beauty cosmetics is a brand of Estee Lauder Group, focusing on high-end beauty products, and its positioning is more subdivided and specialized.

2. Product features: Estee Lauder's products are famous for their unique formula and high-quality raw materials. Its R&D team constantly innovates and introduces many leading skin care technologies to help consumers improve their skin problems and make their skin healthier and more beautiful. Beauty cosmetics, on the other hand, take "beauty" as the brand concept, emphasizing the naturalness, safety and effectiveness of products, and adopting green separation technologies such as supercritical extraction technology to retain the original color, fragrance and taste of raw materials to produce green products, which are very suitable for Asian skin care.

3. Target customers: Estee Lauder's products are aimed at mass consumers, including people of all ages and skin types. Beauty cosmetics, on the other hand, pay more attention to high-end consumers. The product price is relatively high, but the quality and effect are also more outstanding, mainly for people who pursue high-quality life and perfect skin.