Brands
Mercedes Benz S-Class arrives through airport OOH ads
MUMBAI: With the recent launch of one of the leading luxury car brands, Mercedes Benz S-Class in India, the brand was looking to spread the news to its potential customers. Airports represent a key venue for Mercedes Benz as business class as well as international travellers, form a major part of Mercedes Benz’s TG.
Thereby, to endorse the S-Class as the latest premium offering from the brand and make the campaign eye catchy to customers in an impactful, yet subtle way, keeping in line with the brand image, Mercedes Benz took airport media as a part of its OOH advertising plan.
Two airports were selected post an in-depth analysis of passenger traffic in India in order to educate potential customers about the newly launched S Class in Mumbai and Delhi airports. High visibility media were taken at both the airports in high traffic areas. The entry points to the multi-level car park at both these airports offer 100 per cent visibility to all domestic as well as international passengers.
At Mumbai airport, the DRLs within the headlamps in the car creative were lined with LED lights. This impressive innovation immediately drew one’s attention to the hoarding and then to the iconic as well as easily recognisable headlights of the Mercedes Benz.
A 21-day pan-India campaign across multiple cities was carefully strategised to reach out to its TG, out of which Mumbai and Delhi were identified as the key touch-points.
Times OOH executed the outdoor campaign through its airport media in association with Kinetic WW who managed the mainline media and outdoor media planning.
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.
