Lauder overhauls e-commerce site
This article was originally published in The Rose Sheet
Executive Summary
Firm's newly redesigned e-commerce Web site "tak[es] the guesswork out if shopping online," providing consumer with "a seamless experience from the Web site to the counter," according to Oct. 21 announcement. In addition to new "intuitive" product layout, site features company's Skincare Finder interactive diagnostic tool, which matches consumer with skin-care regimen tailored to her individual needs based on her responses to a series of questions. Online shoppers can also access Lauder's Foundation Finder, which identifies an ideal shade based on input related to skin intensity, undertone and type, as well as individual coverage preference; application tips from the pros also are provided, firm notes. Site additionally contains step-by-step instructional videos for achieving different makeup effects, such as smoky eyes, sculpted cheeks and classic lips. Personal profiles for Lauder spokesmodels - and their "current beauty must-haves" - are available as well. With more customers doing their shopping online, "we want to ensure [the consumer] is able to get the information and support she needs to make the best choices," says Elana Drell Szyfer, Estee Lauder's senior VP-global marketing
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