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Counter Offers



Est�e Lauder looks to liven business with innovative new sales techniques.



By Melissa Meisel, Associate Editor



Published November 3, 2009
Related Searches: bottle customers brand retail
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Counter Offers

If you are on a social networking site like Facebook, your profile photo can be seen by millions of people every day—wouldn’t you like to put your best face forward? Instead of posting that snapshot from last year’s holiday party or worse, that self-snapped “overhead” photo, let Estée Lauder help with “Your Beauty. Your Style. Your Profile”—one of the new services available at department store counters across the U.S.

With “Your Beauty. Your Style. Your Profile” service, an Estée Lauder beauty advisor applies some of the brand’s latest makeup looks, takes a photo and even e-mails it to you so you can immediately upload it to your social network profile, cell phone or smart phone—all for free.

“We’re excited to bring such an innovative service to our customers. We wanted to be sure that our customer is always looking her best—in person and online,” says Elana Drell Szyfer, senior vice
president of Global Marketing for Estée Lauder.

 
Clinique, one of Estée Lauder’s leading prestige cosmetic brands, is also looking to attract some new faces and generate a buzz among its loyal clientele. The brand will reveal a new global flagship counter at New York City’s Bloomingdale’s 59th Street location. According to the company, this new “open-sell” destination will re-vamp the prestige beauty brand’s shopping model to offer multiple levels of service, providing consumers with a one-of-a-kind, custom-fit experience.

New features include makeup “bars” that encourage consumers to test and select products on their own complete with browsing baskets to empower self-service, and stand-alone makeup and skin care areas that take consultations off the floor and into intimate areas and an Express Service area designed to service clients in a matter of minutes.

Also featured is the evolution of the iconic Clinique computer, a touch screen, skin care diagnostic complete with printable, product recommendations. In order to offer the most customized consumer experience, the diagnostic tool will process over 180,000 product combinations to offer the one that precisely matches the consumer’s needs.
 
Estée Lauder brands are also going green to inspire today’s shoppers. In March, Origins started a program where consumers can bring their empty cosmetic tubes, bottles and jars, regardless of brand,to their nearest Origins retail store or department store counter nationwide, where containers will be sent back to a central location where products will be recycled or used for energy recovery. Also, M·A·C still offers its popular Back to M·A·C Program where shoppers return six packaging containers to a M·A·C counter for a free lipstick.

More info: www.esteelauder.com


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