Starting this week, consumers will be able to welcome Gwyneth Paltrow, Elizabeth Hurley, Carolyn Murphy and Hilary Rhoda into their homes — via the Web, that is.
This story first appeared in the October 22, 2008 issue of WWD. Subscribe Today.
The women — all four of whom who are Estée Lauder spokesmodels — are featured on the newly relaunched esteelauder.com, which goes live this week.
The site, which now features interactive diagnostic tools, step-by-step instruction videos and pro makeup and skin care tips, is intended to take the guesswork out of shopping online, said Elana Drell-Szyfer, senior vice president of global marketing for Estée Lauder. “These new online tools help us to provide the consumer with a seamless experience from the Web site to the counter,” she stated.
The revamped site also includes foundation and skin care finders, which help consumers find their matches in each category by taking them through a series of analytical questions. Step-by-step instructional videos offer tips and tricks for creating smoky eyes, sculpted cheeks and perfectly made-up lips. And personal profiles for Paltrow, Hurley, Murphy and Rhoda take viewers through their current beauty must-haves and show behind-the-scenes images of each from Estée Lauder advertising shoots. The site will also note exactly which colors the spokesmodels are wearing in the ads, and offer tips on how to apply the same products at home.
Drell-Szyfer also noted that consumers can access Estée Lauder customer service via phone, e-mail or live chat, giving them the opportunity to communicate in real-time with an Estée Lauder beauty advisor for personalized service and recommendations.