07.14.22
The Estée Lauder Cos. has a huge presence in-store, online and on social media, too. The omni-channel approach is critical post-covid, when consumers are accustomed to researching products before purchasing them in-store or online.
Jane Lauder, chief data officer and EVP-enterprise marketing, told WWD that channels like Instagram and TikTok can showcase real consumers talking about what’s important to them. Their excitement about beauty helps convince others to try a lipstick, nail enamel or fragrance.
More specifically, Lauder said TikTok brings product ratings and reviews to life, while Snapchat lenses let users try a variety of cosmetic shades. Moving forward, ELC is trialing virtual try-ons. Users can then order samples to try at-home. The idea’s been perfected by eyeglass maker Warby Parker.
Of course, not every social experiment has worked at Lauder. Former Group President John Demsey was forced out of ELC earlier this year over an offensive Instagram post.
Jane Lauder, chief data officer and EVP-enterprise marketing, told WWD that channels like Instagram and TikTok can showcase real consumers talking about what’s important to them. Their excitement about beauty helps convince others to try a lipstick, nail enamel or fragrance.
More specifically, Lauder said TikTok brings product ratings and reviews to life, while Snapchat lenses let users try a variety of cosmetic shades. Moving forward, ELC is trialing virtual try-ons. Users can then order samples to try at-home. The idea’s been perfected by eyeglass maker Warby Parker.
Of course, not every social experiment has worked at Lauder. Former Group President John Demsey was forced out of ELC earlier this year over an offensive Instagram post.