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Estee Lauder is keeping up with web competitors

1 month ago by Jon Marino in Consumer, Earnings

Estee Lauder ($NYSE:EL) shares have been on a roll in 2019, and based on the popularity of brands like MAC, investors have a way to hedge their bets against white-hot makeup startups that are coming to compete with legacy brands' cherished assets. 

Already this year, shares are hovering around all-time highs, after rising 44% in 2019 - analysts tracked by Zacks Investment Research are looking for EPS of $1.60 when Estee Lauder announces results on October 30.

MAC Cosmetics is growing like a weed - the Estee Lauder-owned brand has added more than 20% to its footprint over the last 24 months. Some of it is recent.

We can track the same chart visually, globally, with our mapping tool. Since the second half of the year began, store count rose another 6%, good news for not just the quarter past - but the one that lies ahead.

We can track any brand's social following on Twitter ($NYSE:TWTR) and MAC is one of Estee Lauder's best bets. Other well-followed Estee Lauder brands on Twitter include Smashbox (714,000+ followers), BECCACosmetics (265,000+ followers) and TooFaced (815,000+ followers). 

Our last chart tracks social engagement for MAC Cosmetics - and while it was once massive, it has since dwindled from a roar to some idle chatter. This chart tracks MAC's Facebook ($NASDAQ:FB) Talking About Count, which gauges how often people on social media are discussing a brand. 

Is it because young users are less attuned to the brand? Or - as one analyst posits - is it because makeup is going out of fashion with younger consumers? Estee Lauder is hoping it's neither. 

About the Data: 

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

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Jon Marino

Jon Marino is Thinknum's finance editor, covering the impacts of alternative data on public companies and investors. Prior to joining Thinknum, Jon worked in the ...

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