Estee Lauder Fights Short Attention Spans in Online Makeover
- Cosmetics company seeks new relevance on social media
- Facebook, Instagram and YouTube become drivers for sales
Lipsticks sit on display at an Estee Lauder Companies Inc. store in the Raffles City shopping mall in Shanghai.
Photographer: Qilai Shen/BloombergThis article is for subscribers only.
For cosmetics companies like Estee Lauder Cos., the window of time to capture an online customer is approximately 5 seconds.
After that, most shoppers’ attention will flutter away, says Larisa Kitt, a communications executive at Estee Lauder’s Clinique brand, during a recent training event for employees at a New York hotel. So the company is trying to make sure those seconds count.