Why does this Estée Lauder-owned brand keep reformulating its hero products?
Culture Index
Score Breakdown
Relevance
3/25
Freshness
25/25
Authority
18/20
Brand Signal
16/15
Depth
3/15
5-Axis Cultural Radar
What if new product development didn’t have to be so complicated and expensive? NIOD, the second brand from Estée Lauder-owned Deciem, entered Sephora in August with an NPD tactic borrowed from tech companies like Apple.
