Risk and Scenario Analysis of Cosmetics Business Recovery and Development in the Post-Covid-19 Pandemic Period- The Case of Estee Lauder

DOI

10.2991/aebmr.k.220603.032How to use a DOI?

Keywords

Risk and Scenario; Cosmetics Business; Financial Analysis; Estee Lauder

Abstract

The beauty industry has been severely affected by the covid-19 epidemic, and many studies have been conducted on the epidemic’s impact on changes in consumer buying behavior for cosmetics. From the perspective of flexible risk management, this paper aims to discuss potential risks and scenarios for the cosmetics business in the beauty industry in the post-covid-19 epidemic phase. Estee lauder- a top cosmetics brand, is selected to analyze the business strategies and financial performance using value chain and ratio analysis from the risk perspective. There are four possible future scenarios and corresponding strategies based on scenario planning and external risks. The conclusion is that Estee Lauder faces operational risk, covid-19 risk, and the risk of customer preferences changing most. Moreover, there are various opportunities for Estee Lauder and other brands to transform and develop the cosmetics business through identifying potential risks and making scenario planning for long-term strategic decisions.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Yutong Wang
PY  - 2022
DA  - 2022/07/01
TI  - Risk and Scenario Analysis of Cosmetics Business Recovery and Development in the Post-Covid-19 Pandemic Period- The Case of Estee Lauder
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 180
EP  - 190
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.032
DO  - 10.2991/aebmr.k.220603.032
ID  - Wang2022
ER  -