Estée Lauder deepens digital engagement

In response to the popularity of fashion and beauty content on YouTube, Estée Lauder has lunched an interactive makeup video on the Estée Lauder's channel to engage with its consumers creatively.The video asks audience to choose whether they are single eyelid or double eyelid to trigger another link to another makeup tutorial video, allowing users to choose a product that is more relevant.Casta Siu, digital marketing manager for Estée Lauder Hong Kong, said it was a way to give them exactly what they want.Siu said beauty content on YouTube was in huge demand, with views of its makeup tutorials on YouTube reaching more than 1 million since mid-2012."This kind of in-depth interactive video is not for making noise but to keep the connection with our customers as the videos can last as long as we want on YouTube," said Siu, adding the video will be promoted on Facebook."Traditional marketing strategies such as TV commercials, print and outdoor are essential for building awareness, where Facebook is a very important medium to stay in touch with our existing customers and reach potential ones."Watch the video here.