Brands
Britannia Treat Croissant partners with Snapchat
Mumbai: Have you ever had trouble pronouncing ‘Croissant’? You’re not alone! To help you make Croissant roll off the tongue like poetry, Britannia Treat Croissant has teamed up with Snapchat to launch an exciting new lens that puts your pronunciation skills to the test with a twist. Introducing the Britannia Treat Croissant Pronunciation Challenge—a playful way to connect with friends while showing off your linguistic flair!. This collaboration comes as an extension of the ongoing efforts by the brand, after the ‘Croissant Pronunciation Expert’ internship, to help consumers in mastering the pronunciation of this tricky word.
With this interactive lens, Snapchatters can say “Croissant” (pronounced: kva-sawng) and watch as a meter gauges their pronunciation. If you stumble, don’t worry! You can try again until you nail it. And when you do, you’ll be rewarded with a virtual croissant crown to flaunt in your selfies. Share your crowned moments with friends and see who can master the art of saying “Croissant” the best!
Snapchatters are known for their love of innovative formats and gamified experiences that make interactions more engaging and fun, much like croissant lovers. This new lens perfectly taps into that spirit, offering a unique challenge that combines technology and entertainment, bringing them together over the joy of pronouncing ‘croissant’ correctly.
Britannia’s chief business officer, bread, cake and rusk Yudhishter Shringi said “We are happy to partner with Snapchat, marking a unique collaboration that blends our innovative spirit with Snapchat’s dynamic platform. Both Snapchat and the croissant audience share a passion for creativity and trendsetting, making this partnership a perfect match. We have been seeing great traction for the lens where Snapchatters are actively sharing, saving and spending considerable time interacting with the lens. With Britannia Treat Croissant, we are committed to exploring unique avenues to connect with our consumers and elevate their experience. This initiative is not just about making ‘Croissant’ easier to pronounce; it’s about enhancing awareness and embedding Britannia croissants into the everyday lives of our consumers. Our goal is to make Britannia synonymous with delicious croissants, and this partnership is a significant step in that direction.”
“We’re thrilled to partner with Britannia Treat Croissant for the Croissant Pronunciation Challenge on Snapchat. This innovative lens perfectly captures the fun and engaging spirit of our platform, allowing Snapchatters to connect and compete in a playful way. It’s exciting to see how technology can bring people together over something as simple and delightful as pronouncing ‘croissant’ correctly. We look forward to seeing Snapchatters across India embrace this challenge and share their crowned moments with friends”. said Snap Inc. head of advertising solutions – India Neha Jolly Sawhney.
So, gather your friends, put your pronunciation skills to the test, and let the croissant crown battles begin, as this latest lens from Britannia Treat Croissant is another delightful way for Snapchatters to connect, laugh, and celebrate their unique talents.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
