To interact with consumers and keep them engaged, the Estee Lauder Companies are turning to AI. The cosmetics company is working towards driving increased consumer recruitment and loyalty.
Estee Lauder has developed an AI tool to identify consumer trends and drive marketing innovation for the company’s recovery plan and restructure. Fabrizio Freda, CEO of the AI initiative, said they have seen promising results and successes with the peach makeup and bronzing trends. He highlighted that the data-informed approach takes the company through its 200 million consumer profiles. It merges them with AI functionality to reach out to new consumers.
Freda said Estee Lauder is building growth momentum with social commerce. “It’s driving new consumer acquisition by engaging consumers where they’re spending their time, leveraging a content-focused approach with live streaming and short-form videos, and activating full funnel integration, of social media and commerce.” He highlighted that Estee Lauder is planning to deliver improved performance across both developed and emerging markets.
“To fuel this, our priorities are reigniting Skin Care, capitalizing on the multiple growth drivers of high-end Fragrance, moving faster in leveraging winning channels, launching accretive innovation inclusion of new, big opportunities, and enhancing our precision marketing capabilities.”
Freda added that they have a rich slate of initiatives to drive new consumer acquisition and continue to leverage their strength in retention.
Also Read: Brand Evolution: Crunchyroll Boasts New Look Ahead of San Diego Comic Con
