Here’s Why Estee Lauder Roped In French Makeup Artist Violette As Its New Global Beauty Director

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Estee Lauder seems to be shaking itself up with new developments. Shortly after the discontinuation of its Estee Edit brand, Estee Lauder recently announced the appointment of the French makeup artist and social media influencer, Violette as its Global Beauty Director. Violette had previously been associated in consulting roles in companies such as Dior and La Mer. She will team up with Estee Lauder to help in the company’s new product development efforts, content creation for its digital and social media channels (which she will also promote in her own YouTube and Instagram channels), and in the company’s education, training, and public relation initiatives. She will provide tutorials on several looks attained through Estee Lauder’s products and tell her followers about her favorite products.

Why Did Estee Lauder Choose Violette?

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Violette’s vast experience with painting and art since childhood and her play with colors were some of the reasons why she was selected for the role. Besides working with renowned photographers such as Patrick Demarchelier, Camilla Akrans, and Mario Sorrenti, she is also a regular contributor to magazines such as Vogue and Harper’s Bazaar.

Millennials are one of the most desired segments of customers for beauty companies as they form one of the largest beauty consumer groups. Estee Lauder’s acquisitions of Too Faced and Becca were done primarily keeping the millennial customers in mind. Recently, Estee Lauder also invested in a skincare brand called Deciem which is a big hit with this segment.

Beauty companies are increasingly depending on social media channels to attract the millennial customers. Engaging Violette, who has a huge social media presence, will help Estee Lauder in promoting its products further among millennials. Also, with her vast knowledge of colors, Violette is well equipped to give suggestions for the launch of innovative shades for lipsticks or nail paints that might be a huge hit among Estee Lauder’s customers. The company’s biggest rival, L’Oreal, formed a Beauty Squad with social media beauty influencers in order to rope in millennial customers. Estee Lauder, too, seems to be following the same trend to attract a greater segment of beauty users.

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Notes:

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