Charlotte Burrows, Estée Lauder Cos. WWD’s London bureau chief Samantha Conti sat down with Charlotte Burrows, director of online at the Estée Lauder Cos. Inc. U.K. and Ireland, for a Q&A session that touched on the importance of mobile commerce, social media and targeting an “ageless” consumer.

On the importance of social media: “We understand that it forms part of the customer journey, and we believe that we have to be there because of that. Whether it’s driving sales or not is a different question, and that’s not really a priority for us at all. We look at it as brand awareness and a place for brands to tell a story. There are stats out there that say a brand is 71 percent more trusted if they interact with their consumers on social channels.”

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