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Two distinct audience neighborhoods pull on Estée Lauder's similarity graph: a tight cluster of prestige and mid-tier beauty brands at the top, and a second cluster of film studios, musicians, and celebrities further down — a split that gives the top 10 a clear two-peak structure.
The beauty peak is dense and high-scoring. Bobbi Brown Cosmetics leads at 0.89, followed closely by NARS Cosmetics at 0.88, Clinique at 0.88, Lancôme USA at 0.88, and Laura Mercier at 0.86. All five share Estée Lauder's own subcategory — Beauty brands — and their scores form a tight band, suggesting a well-defined core audience that circulates across prestige cosmetics. L'Oréal Paris USA at 0.83 and Sephora (social) at 0.81 extend this cluster slightly downward before it gives way to the second peak.
That second peak is where the shape becomes interesting. Revlon at 0.81 still belongs to Beauty, but positions nine and ten break entirely from the category: Paramount Pictures at 0.80 and Lady Gaga at 0.80 are a Film Studio and a musician, respectively. These are not outliers — they represent a real secondary neighborhood, one oriented around entertainment and celebrity culture rather than cosmetics. The presence of a film studio and a musician at scores above 0.80 signals that the audience Estée Lauder draws overlaps meaningfully with entertainment-adjacent audiences, not just beauty shoppers.
The two-peak shape here reflects an audience that is anchored in prestige beauty but extends into a broader pop-culture orbit.
