Cupcakes and Cashmere creator Emily Schuman has gone from blog to book — and throughout the process, has connected Estée Lauder with her young, digitally savvy, makeup-hungry fans.
Supported by the brand, Schuman, who became Estée Lauder’s guest blogger in February, has been making stops at Bloomingdale’s locations on a tour for her first book, “Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space and Entertaining With Ease,” that started Sept. 14 in New York and ends Saturday in San Francisco. Schuman has attracted as many as 500 people to her book signings, including quite a few who emulate her loose curls and striped shirts, and doubled Estée Lauder’s sales expectations during each appearance.
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