1204 GMT - Estee Lauder is implementing local expertise in markets like India, Nadine Graf, its president for Europe, U.K. & Ireland and Emerging Markets, says at the ShopTalk Europe conference in Barcelona. Brands need to be relevant in local communities as "it's not one size fits all," she says. "What is global is desirability," Graf says, adding that demand for beauty products remains strong. Consumers are very different in each market, she says. For instance, in India, festivities and celebrations such as marriages are key events for consumers, Graf says. "We need to tackle this with local ambassadors and creators. We can't translate a global campaign for the Indian market," she adds. (andrea.figueras@wsj.com)

(END) Dow Jones Newswires

June 09, 2026 08:04 ET (12:04 GMT)

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