Australia has unveiled the latest offering in the brand’s digital expansion: an online flagship store. The website - www.esteelauder.com.au - incorporates fashion and beauty photography with editorial content and user-friendly online shopping capabilities.
Global brand president Jane Hertzmark believes it sets a new standard in cosmetic e-commerce. “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,” says Hertzmark.
She says forming relationships with customers is integral to the business. “We are a brand founded by a woman for women and we are taking this opportunity to personally invite women to become part of the Estée Lauder brand, to join our digital beauty community, engage with us on an ongoing basis, and customise their beauty experience.”
The website coincides with the brand’s Australian launch of The Estée Edit, which essentially acts as a shoppable EDM. Interwoven with content and products, the editorial facet will be updated on a fortnightly basis and incorporates articles, photo shoots, videos and recipes.
Advice from beauty bloggers and vloggers features heavily, alongside that from leading industry professionals.
