MAM
Ambi Pur asks people to ‘open their nose to see’
NEW DELHI: With most people sheltering in place for the past several months, they have been compelled to manage most of their household chores themselves. Acknowledging this fact, P&G’s air care brand Ambi Pur recently kicked off the Naak Khol Ke Dekho (Open your nose to see) challenge, inviting consumers to #CleanUpWithAmbiPur. This campaign establishes the importance of odour-free air.
Television’s leading ladies Anita Hassanandani and Krystle D’souza participated in the challenge and captured personable tension points. Anita shared her experience of converting the home office to a fitness studio and vice versa daily that has been causing sweaty and stuffy odours; while Krystle discussed leaving the living room cluttered with windows and curtains closed during busy shoot days causing stale and musty smells. The line-up also includes popular youth bloggers, who believe in doing things themselves at home.
Procter & Gamble commercial leader – skin, personal and homecare Rohini Venkateswaran said, “Ambi Pur has always been creating awareness about the need to clean odours from the air around us and not just masking the odours with fragrance. People get used to the malodours in their home and hence, tend to be nose blind to the malodours. Today, with consumers spending a lot more time at home, the malodour problems are stronger, hence, the higher relevance of cleaning up the air. The clean-up challenge brings to life the brand’s message in a very interesting and relevant manner.”
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.
