Digital Marketing Traffic Optimisation and Growth Strategy According to the AARRR Model: The Estee Lauder Case

DOI

10.2991/978-94-6239-801-6_110How to use a DOI?

Keywords

Digital Marketing Luxury Brands; Estee Lauder; AARRR Model Luxury Brands

Abstract

This paper discusses Estee Lauder’s digital marketing strategy using the AARRR framework. There has been a significant transformation of the global beauty industry in the digital sector, marked by the introduction of social media, e-commerce, and smart technologies, which has essentially redefined the relationship between customers and brands. The Acquisition, Activation, Retention, Revenue, Referral (AARRR) model, as a closed-loop logic based on user behaviour, offers a scientific model of analysis for systematically optimizing user lifecycle value within the stages of acquisition, activation, retention, revenue, and referral. The study has theoretical and practical importance. In principle, it broadens the usage of the AARRR model to the luxury consumer goods sector to add value to the body of growth hacking in high-priced brands. In practice, it offers practical implications to international beauty companies to work in the complicated digital world of China and to combine brand equity maintenance with growth via performance. Key implications indicate that prioritizing progressive changes by turning traffic-centric to user-value-centric, premium consumer brands stand to grow sustainably in the digital age, at a balance between brand equity and performance, with precision marketing approaches to the marketing of a brand as scientifically validated narratives and the application of scientific data.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Haicong Guo
PY  - 2026
DA  - 2026/10/23
TI  - Digital Marketing Traffic Optimisation and Growth Strategy According to the AARRR Model: The Estee Lauder Case
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1053
EP  - 1064
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_110
DO  - 10.2991/978-94-6239-801-6_110
ID  - Guo2026
ER  -