Too Faced Cosmetics

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Too Faced Cosmetics Sales

Too Faced Cosmetics is a brand owned by Estee Lauder and has an estimated 1.7% share of the company's total revenue. This means the Too Faced Cosmetics has estimated online sales of around $69.7 million and estimated brick and mortar sales of around $162.9 million ($3.56 million of which is specific to the U.K. market). However, due to an overall lack of data on this topic, an estimate for Too Faced Cosmetics's third-party sales in the U.S. could not be determined.

About too faced

  • Too Faced Cosmetics is a brand owned by Estee Lauder.
  • Estee Lauder has a total revenue of $13.683 billion as of 2018.
  • Too Faced Cosmetics have an annual revenue of $238 million.
  • Too Faced Cosmetics have about a 1.7% share of Estee Lauder's total business, or ($238 million x 100%) / $13.683 billion = about 1.7%.

online sales

  • Estee Lauder's online segment accounts for 30% of the company's revenue as of 2019.
  • This means the company's online sales are around $4.1 billion (or, about 30% of $13.683 billion).
  • This means Too Faced Cosmetics have estimated online sales of around $69.7 million (or, about 1.7% of $4.1 billion).

Total brick and mortar sales

  • Given Estee Lauder's online sales (as calculated above), their brick and mortar sales would then be around $9.583 billion (or, $13.683 billion - $4.1 billion = $9.583 billion).
  • This means Too Faced Cosmetics have estimated brick and mortar sales of around $162.9 million (or, about 1.7% of $9.583 billion).

Brick and mortar sales (U.K.)

  • Estee Lauder does not report a breakdown of sales for the U.K. specifically, only for the EMEA region as a whole.
  • As a proxy to determine the U.K. share of EL's total business, 2.19% of all traffic coming to the EL website is from the U.K.
  • Therefore, it is estimated that the U.K. holds about $209.8 million of EL's total brick and mortar sales (or, about 2.19% of $9.583 billion).
  • Therefore, Too Faced Cosmetics would make up about $3.56 million of EL's U.K. brick and mortar sales (or about 1.7% of $209.8 million).

Third-party stores (U.s.): Ulta and sephora

  • Estee Lauder does not report a breakdown of sales for the U.S. specifically, only for the North American region as a whole.
  • Ulta does not report any revenue or sales data regarding Estee Lauder or Too Faced products.
  • LVMH (Sephora's parent company) does not report any revenue or sales data regarding Estee Lauder or Too Faced products, neither as a whole nor specific to Sephora.

Research strategy

In attempts to carry out this research, it was noted that detailed financial data for Too Faced Cosmetics was not publicly available after extensive research into annual reports, company databases, press releases, third-party financial reports, and trusted media sources. The reason for this is that Too Faced Cosmetics is a subsidiary of Estee Lauder, therefore, they do not publish their own individual financial reports. Furthermore, an analysis of Estee Lauder's financial reports found that there is not a detailed financial breakdown of Too Faced Cosmetics as an independent entity. Instead, the majority of financial data relevant to Too Faced Cosmetics is grouped together with data from other brands and operating segments. The same was found to be true for geographical segments at the country level (i.e. the U.K. and U.S.) on the basis that Estee Lauder only reports this data at the regional level. Additionally, no insight regarding a breakdown of sales at third-party vendors specifically was found; neither in the annual reports for Estee Lauder, nor when analyzing the annual reports for Ulta or Sephora (of which, neither reports on the breakdown of sales for the specific brand names of Estee Lauder and Too Faced Cosmetics). Despite this overall lack of data, we were able to creatively pull together existing insights to carry out a series of triangulating involving overall sales data and estimated market shares, which allowed us to come up with some estimates of Too Faced Cosmetics's online sales, brick and mortar sales, and brick and mortar sales specific to the U.K. However, an estimate of sales at third-party stores in the U.S. could not be arrived at via triangulation as the data for this category was significantly lacking and therefore, no base data could be located that was suitable for such triangulations.

In attempting to estimate/triangulate Too Faced Cosmetics's sales in third-party stores in the U.S. the following research approaches were utilized:

1) An attempt to locate direct data that shows the total sales of Too Faced products at third-party retailers in the U.S. was carried out by analyzing annual reports (Estee Lauder, Ulta, and Sephora) and third-party financial reports published by stock market websites and trusted media sites such as Forbes, as well as press releases published by the companies and interviews with company officials. However, this breakdown of data was not located due to the reasons noted above.

2) An attempt to triangulate was carried out by trying to locate the share of Estee Lauder's U.S. and third-party sales which could be used to narrow down these segments within EL's total revenue and then could further be narrowed down using Too Faced's share of EL's business. However, this strategy attempt failed due to the fact that, although an estimate for EL's U.S. segment could have been loosely triangulated using web analytics data, no data concerning third-party sales could be found as this data seems to be lumped together with other sets of financial data for the company and could not be further broken down at the individual level.

3) An attempt to triangulate was carried out using the primary research method of analyzing the websites of Ulta and Sephora to get a sense of the share of Too Faced products among total products available on the website and use average price points to calculate an estimate for revenue share. However, although we were able to filter down the products presented to isolate Too Faced's products specifically and analyze their price points, ultimately additional detailed data would be needed to provide a reasonable estimate based on product share (for example, a breakdown of how well certain individual product types and brands perform at these outlets). This method, therefore, failed due to the fact that an analysis of the Ulta and Sephora annual reports and external analysis did not provide this detailed level sales data within the public domain.
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