An Inside Look at Digital Innovation at The Estée Lauder Companies | PERFECT
Written by Lindsay Colameo
During the annual Global Beauty Tech Forum, special guest Ophelia Ceradini, Vice President of Digital Technology and Innovation at The Estée Lauder Companies, shared an inside look into the beauty giant’s beauty tech strategy, the impressive results they have seen thus far, and what the future holds for beauty tech innovation across their portfolio. Here’s an inside look at the key learnings from this insightful interview.
Fireside Chat: Digital Technologies and Innovation at The Estée Lauder Companies
The Power of Virtual Try-On
Ceradini noted how transformative hyper-realistic virtual beauty try-on has been for their business. This solution was scaled across multiple brands within their portfolio (including Estée Lauder, MAC, and Tom Ford Beauty), all platforms from in-store to online, and all categories including lipstick, blush, mascara, and brows.
Click here to experience Estée Lauder’s virtual try-on.
This beauty technology has been incredibly successful, resulting in a 67% boost in conversion and 2.5X more time spent on their website.
The Importance of Scalable Cross-Channel Innovation
In looking for new and innovative ways to engage with consumers online, Ceradini made note of the importance of scalable innovation across all Estée Lauder brands and all their channels. The pandemic challenged them to accelerate in certain areas so consumers can continue to engage and have that high-touch personalized experience online, rather than in-store.
AI Skin Tech on the Rise
Ceradini reported skincare as the fastest growing category for The Estée Lauder Companies, especially throughout the pandemic. She made note of the need for innovation to help consumers navigate the overwhelming number of choices. She also announced the development of Estée Lauder’s AI Skin Diagnostic, which is targeted to help deliver a personalized, high-touch experience for consumers shopping for skincare.
Racial Diversity and Inclusivity
The collective vision for The Estée Lauder Companies is to be inclusive and diverse as both an employer of diverse talent, and a brand that diverse consumers turn to for products. Ceradini touched upon the importance of meeting diverse consumer needs globally with its tech and innovation offerings, spotlighting the development of their foundation shade match technology as an example.
The Personalized Brand Experience
Ceradini predicts the biggest upcoming beauty tech trends include the combination of video, live streaming, and data. By using AI and machine learning together with data, the Estée Lauder Companies hope to give consumers a more personalized experience whether they’re online or offline. It’s this level of personalization she predicts customers will come to expect from their shopping journey moving forward.
Watch the full webinar video here.
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Originally published at https://www.perfectcorp.com.
