Puig Brands shares increased by 15% on Tuesday.
Estée Lauder is in talks to merge with Puig.
The news has positively impacted Puig's market performance.
Briefing: Puig stock soars 15% after Estée Lauder confirms takeover talks with Charlotte Tilbury maker
Strategic angle: Shares of Puig Brands surged following Estée Lauder's announcement of merger discussions.