In April 2024, Estelle Létang stepped into the role of Chief Executive Officer at La Prairie, the Swiss luxury skincare brand renowned for its caviar-infused products and heritage of scientific innovation. With over 21 years of experience at The Estée Lauder Companies, Létang brought a wealth of fragrance, makeup, and skincare expertise, along with a reputation for strategic thinking and empathetic leadership. Her appointment marked a pivotal moment for La Prairie, a brand that had faced challenges in 2023, including a 15.4% sales decline due to headwinds in travel retail and the Chinese market. Létang’s mission was clear: to steer La Prairie back to growth while reinforcing its position as the pinnacle of luxury beauty. Her transformative approach, rooted in innovation, global expansion, and a customer-centric vision, reshapes the brand’s future.
Létang’s extensive background equips her uniquely for this challenge. Starting her career at Darphin in New York, Paris, and Hong Kong, she later held leadership roles such as Asia Pacific Vice-President/General Manager for La Mer and Jo Malone London, and General Manager for Estée Lauder’s Middle East region. These positions honed her ability to navigate diverse markets and build premium brands. At La Prairie, she drives the brand’s strategic direction, oversees daily operations, and manages global infrastructure, including corporate functions and distributor markets. Her energetic personality and passion for brand-building have already begun to inspire La Prairie’s teams, fostering a balance between high-performance culture and a caring, developmental approach.
One of Létang’s priorities has been addressing La Prairie’s recent setbacks. In 2023, the brand struggled with a demanding travel retail environment and a slowdown in China, leading Beiersdorf, La Prairie’s parent company, to treat the year as a transitional period for clearing inventory and normalizing stock levels. Létang has embraced Beiersdorf’s roadmap for 2024, which emphasizes product innovation, enhanced social commerce, and travel retail expansion. By leveraging her experience in Asia and the Middle East, she is well-positioned to revitalize La Prairie’s presence in these key markets. Her strategic vision includes strengthening the brand’s selective distribution network in over 70 countries to ensure its exclusivity and prestige remain intact.
Innovation is at the heart of Létang’s transformation strategy. La Prairie has long been synonymous with cutting-edge skincare, from its White Caviar Light Concentrate serum, powered by patented Lumidose™, to its iconic Skin Caviar collection. Létang is doubling down on this legacy by prioritizing research and development to introduce new products that align with evolving consumer demands, such as preventative skincare and holistic treatment approaches. Her leadership is expected to build on Beiersdorf’s advancements, like the Skin Age Clock technology, to create offerings that resonate with a global audience seeking personalized, high-performance solutions. By combining Swiss precision with her global market insights, Létang aims to keep La Prairie at the forefront of luxury beauty innovation.
Another cornerstone of Létang’s approach is enhancing the customer experience. La Prairie’s e-boutique services, such as personalized consultations and complimentary deluxe samples, already set a high standard for luxury. Létang is pushing to elevate this further by integrating digital tools and technology to create seamless, client-centric interactions. Drawing on her experience at Estée Lauder, where she oversaw premium brands, she understands the importance of storytelling and sensory engagement in luxury retail. Initiatives like exclusive online offers and limited-edition products are expanding to deepen customer loyalty. Létang’s focus on digital optimization aligns with Beiersdorf’s goal of strengthening La Prairie’s social commerce setup, ensuring the brand remains relevant in an increasingly online-driven market.
Sustainability is emerging as a key pillar under Létang’s leadership, reflecting broader industry trends. La Prairie has made strides in this area, with Leigh Pezzicara appointed Vice President of Sustainability in 2023. Létang is committed to advancing these efforts and integrating sustainable practices into product development and corporate operations. Her experience in the Middle East, where she managed diverse consumer expectations, informs her approach to balancing luxury with responsibility. By aligning La Prairie with global sustainability goals, Létang aims to appeal to conscientious consumers while maintaining the brand’s haute-performance ethos.
Létang’s empathetic leadership style is also transforming La Prairie’s internal culture. Known for fostering collaboration, she works closely with talented teams to build a shared vision for the brand’s future. Her ability to inspire is evident in her collaboration with Patrick Rasquinet, a Beiersdorf Executive Board member, who praises her as an accomplished leader capable of guiding La Prairie through its next chapter. Létang is creating a foundation for sustained growth and innovation by nurturing a passionate, motivated workforce.
The challenges ahead are significant, but Létang’s appointment has instilled optimism. Her vision for La Prairie is ambitious: to recover from recent declines and redefine what luxury skincare means in a competitive market. By blending her global expertise with La Prairie’s heritage of Swiss excellence, she is poised to lead the brand into a new era. As she stated upon her appointment, “The opportunities lying ahead for La Prairie are vast.” With her strategic foresight and transformative leadership, Estelle Létang is set to ensure that La Prairie remains a beacon of luxury and innovation for years.