How content fuels everything at Estée Lauder

Digital is changing the way people shop for beauty products, as influencers and social wield increasing clout.

People shop differently for beauty products today than they did only a few years ago - it's yet another sector that has been disrupted by digital. And anyone wondering about the extent of the disruption need look no further than US reality TV star Kylie Jenner, according to Alicianne Rand, Executive Director, Global Content Marketing at The Estée Lauder Companies Inc.

Jenner built a $420 million business in just 18 months, selling lipstick via Snapchat, Rand told a Newscred ThinkContent conference (London, November 2017). "That was her only distribution channel and her only product." Her business is already on a...

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