By  on April 13, 2012

Estée would be pleased. Decades after she coined her well-worn slogan—“Telephone, telegraph, tell a woman”—her dictum on the power of old fashioned over-the-counter social media has been updated to texting, tweeting and blogging, thanks to the digital age and a cadre of self-made makeup and lifestyle experts broadcasting to a horde of followers. The latest to emerge is Emily Schuman, a 28-year-old who founded her own Cupcakes and Cashmere blog and signed on as Estée Lauder’s social media and guest editor for esteelauder.com earlier this year. She follows Michelle Phan, who earlier signed on with Lancôme, and the pioneering Lauren Luke, who started the digital pixels flying and recently signed on as a digital ambassador for Unilever’s Simple brand.

“They’ve got a following and they are today’s entrepreneurs,” says Jane Hertzmark Hudis, global brand president of Estée Lauder. “I’m not so sure they are not close to Estée Lauder herself.”

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