Estee Lauder is a brand I knew of but only really discovered about 7 years ago. I had taken a part time job in Debenhams, Ayr and was in need of some foundation. As I was working there I had overcome my fear of talking to the girls who worked on all the beauty counters and asked their advice on the best foundation on the market. Thats when I discovered Double Wear Stay-in Place Makeup. 

I started off with the liquid foundation, quickly followed by the powder and then added the concealer to my make up bag too. I still use at least one to all of these products on a daily basis. 

 

I have tried various makeup and skincare from the brand and whilst I have like most of the products the other favourite which has stuck with me for years now is Daywear Creme. I love this face cream. Its not greasy, it absorbs easily and smells amazing. 

I suppose thats enough about me and onto the topic in hand - how have Estee Lauder incorporated digital marketing into their business? 

I was unaware just how big the Lauder company was. I recognised it as just a

single beauty house, but founded in 1946 with a product range of 4 cosmetic items, Estee Lauder created a company which has grown its portfolio to include over 30 brands from high end to high st. Cosmetic names such as Lancome, Clinique, Aveda and Bobbi Brown to skincare giants Darphin and the much coveted La Mer. 

#LittleBlackPrimer

Lauder's most recent campaign targeted a new generation of Lauder women by incorporating the recent appointment of Kendall Jenner, the current brand ambassador.   

“Kendall represents the teen-gone-sophisticate of all things cool, including black eyeliner and smoky eyes. (Stacy DeBroff, CEO/founder of Influence Central, Newton, MA).

Black Primer is an eyelash product and Jenner can be seen in the promo video by clicking the link below. 

VIDEO  https://www.youtube.com/watch?v=Bn9LGnAOYvQ

As well as appearing in printed, televised and digital advertisements,  Kendall created branded social media content for her own channels and Estée Lauder’s. As a “breakout star” in fashion, it is anticipated by the company that she will draw attention from younger consumers capturing a new market for Estee Lauder. Within the first two hours of the video launch over 230,000 'likes' had been generated on her media channel.

We are all aware of how Jenner and her family work social media to their benefit and I feel this could have been the deal breaker when they were appointing their new ambassador. Any one using any aspect of social media will constantly see their news feeds filled with pictures and news of the family several times a day whether you like it or not! Taking into account the social media-savvy of the campaign star, the hashtag #LittleBlackPrimer is being used at a level sure to be pleasing those in charge at Lauder.

From the YouTube page a “Learn More” link can be clicked taking the consumer to the Little Black Primer product page on Estée Lauder’s Web site. Potential consumers can learn more about the primer by not only the web information but by reading user generated content with #LittleBlackPrimer. User images and reviews are posted frequently allowing audiences to see how real women use the product. 

Important factors when its comes to a brand having an edge over others are online reviews, search visibility and distribution.  Estée Lauder has smartly played on teens and young 20-somethings being mesmerised by Kendall’s trendy transformation to the latest make-up wielding reality star darling of the Kardashian clan.”

ASOS.com (As Seen On Screen) is an online fashion and beauty store who's core target market is 20 somethings fashion lovers. The company was launched in June 2000 by Nick Robertson and Quentin Griffiths and has since become a thriving, online business generating millions of pounds in revenue per year by attracting nearly 20 million visitors per month from around the globe..

The following is a brief timeline of what aspects of their business ASOS developed digitally:-

2006  1st online retailer to launch moving catwalk

2009  ASOS Life, a community forum, was launched and became a new social networking       
          hub

2010  ASOS Mobile was launched, a version of the website for your phone
          Consumers in France, Germany and USA got country specific websites

2011  ASOS went multi-channel, multi-lingual and 100%screen agnostic
          iPhone and iPad apps launched
          Tailored websites for Italy, Australia and Spain

2012  Russian language website launched

2013  Chinese website launched

ASOS have embraced digital developments and adapted their business to incorporate them helping towards achieving their business strategy and ambitions. As an online retailer it has of course been essential to their success that they have followed digital trends. The business has invested heavily in mobile and digital innovation. 

Tailoring websites to specific countries allows the brand to match the best fashion to the particular market. Season specific items as well as items produced locally are stocked as part of the merchandise available.

ASOS next technological change was to develop their software to cope with different character sets such as Chinese and Russian.This makes the systems more user friendly enabling consumers to browse and make purchases in a more straightforward fashion. 

The fact that they have managed to penetrate the retail market in Russia is possibly one of ASOS's biggest successes. Russia is a large country with many variances from region to region and a reputation as being difficult to retail in. They have instilled Russian speaking customer service teams, a selection of  payment methods and delivery options all benefiting the business to combat cultural differences and language barriers. 

ASOS have received multiple recognition awards for their business, website and the services its provides which supports the investments the company has made. As an online only retail establishment it has been fundamental to its success.

BENEFIT COSMETICS

Benefit cosmetics are a familiar presence in the beauty hall of any department store you enter. Quirky named products such as 'POREfessional Primer', 'Boi-ing Concealer and 'They're Real Mascara' come with packaging to match the unique and original product names. 

I first became familiar with the brand when I started working as a Fragrance Consultant in Debenhams, Ayr. I had of course seen the products before but knew little about them. Working in Debenhams gave me the opportunity to not only learn a bit about them but more importantly, to try. They are now one of my favourite brands with several of the products now staples in my make up bag. CORALista Box o' Powder and They're Real mascara are my two favourites. 


In 1976 twin sisters, Jane and Jean Ford, opened a make-up shop in San Fransisco called The Face Place. After selling their first bottle of 'rose tint' which we know better today as Benetint, the grew their business into one of the leading make up brands we know better today as Benefit. 

In 1998 the website 'Benefitcosmetics.com' went live. From there, Benefit has grown their digital media incorporating marketing strategies. 








In July 2010, Benefit launched their own blog accessed through the company website. The first post was promoting their 'Smokin Eyes' Eye and Brow make up kit which is still a top seller amongst their line. The whole concept of their digital presence appears to be about engaging with their customer. The blog posts include everything from new product launches to what the company employees at Benetowers (Benefit's Head Office) are up to and let the public interact by posting comments. 

'How to' videos are provided via links when viewing a product detailing how it should be

used and applied. A great tool in encouraging potential buyers to make that purchase. How many times have we bought a product, gotten it home then had no idea what to do with it? More than we would like to admit. This links in to Benefit's YouTube channel 'https://www.youtube.com/user/benefitcosmetics'. With over 70,000 viewers subscribed to this outlet, it contains lots of Tips n Tricks video as well as funny and entertaining product ads. 

Benefit also has media presence in all social networking areas. Facebook, Twitter, Instagram, Pintrest. All with thousands of followers. The brand grasps the attentions of its consumers driving sales through sharp and intelligent marketing.