Sep 20, 2017 | By Erin Rechner
Get more with a WGSN membership. Click for a demo.
Estée Lauder has re-launched a brand new digital platform which links commerce, content and service in one place. Original editorial content, which is also shoppable, and inspirational stories can be found in the The Estée Edit section on the site.
Unveiled this week, the ‘digital flagship’ website enables users to interact online, shop for products and create a personalised experience. “This is much more than a new site, it’s a digital flagship that leverages luxury, creativity and technology to communicate with women and inspire them to connect with their own beauty and Estée Lauder in a whole new way,” explained Jane Hertzmark Hudis, global brand president at Estée Lauder. “We are taking this opportunity to personally invite women to become part of the Estée Lauder brand, to join our digital beauty community.”
Designed by Estée Lauder’s in-house creative team in collaboration with creative agency Wednesday, the new site boasts a clean and modern aesthetic. “We wanted women to be drawn into our world through fashion-inspired photography, and shop with ease through interactive, user-friendly product pages,” said Richard Ferretti, global creative director.
Users will be able to interact closely with the brand and the more they engage with her ‘beauty feed’, a tailored tool that provides recommendations and exclusive offers based on the user’s personal preferences, the more personalised the experience becomes. Other tools on the website include the ‘foundation finder’, an app-like tool that helps the user find the right foundation coverage, and the ‘product comparison’ tools, to enhance product search ability. Users can also connect with virtual beauty advisors where they can ask questions in a one-on-one live chat consultation service.
We think this is a great way for shoppers to interact with a brand, but it also creates a more fun, personalised and informative shopping experience.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.