Here’s How Estee Lauder Is Further Upping Its Digital Game To Capture Millennials
Estee Lauder’s secret for growth seems to be understanding what its customers really want from its brands. The company recently delivered one of its strongest quarters with the help of a strong organic growth that was boosted by China and travel retail and stellar performances by its recently acquired brands, Too Faced and Becca, coupled with digital initiatives and an efficient cost management system. Just a few quarters ago, Estee Lauder was struggling to rope in customers in its biggest market, North America. The most important customer segment currently for the beauty companies is millennials. In order to address these issues, the company acquired some of the brands popular among the millennials in North America. Coupled with this, the company upped its digital game like never before. A few months ago, it partnered with YouCam Makeup (to launch Pure Color Love Lipstick) in order to provide personalized experiences to its customers both through the online and offline channels. Recently, the company has collaborated with ModiFace, the company dealing with augmented reality, to help create try-on features for its desktop and mobile websites.
The partnership will let users virtually test products by using the Light Field Rendering technology by Modiface. This technology responds to the exposure of light, texture, and shine of a photo or video. This will facilitate customers across mobiles, web and tablets to virtually try out a product before making a decision to buy it. This might have a significant positive impact on Estee Lauder’s product sales as the digitally connected millennials will be more prone to buy a product if they can check that it suits their face. Along with its acquisition decisions, we believe these digital progresses are also facilitating Estee Lauder’s capabilities to not only recapture its lost market shares in North America, but to additionally expand in the region and also across the globe.
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