NEW YORK—Estée Lauder launched the brand’s official YouTube channel, which houses 35 original videos showcasing creative makeup director Tom Pecheux, and global spokes models Hilary Rhoda, Constance Jablonski, Liu Wen, Joan Smalls, Carolyn Murphy and Elizabeth Hurley, and serves as a self-contained platform where consumers can see product information, read ratings and reviews, get beauty tips, and comment and share. Featuring interactive original content, viewers will be engaged in a visual, tactile way that gives a new and insightful look into the Estée Lauder brand.
“We are thrilled to offer viewers an inside look at the Estée Lauder brand, with a behind-the-scenes view of our products, personalities and so much more," said Charisse Ford, senior vice president of global marketing, Estée Lauder.
Videos are curated into various sections to allow for easy navigation of content including:
How-to videos
Interviews with Tom Pecheux
Behind-the-scenes access
Signature services videos
Beautiful skin demonstrations
Instructional how-to videos are a focal point of the channel. Viewers can easily follow along to learn how to create a simple smoky eye, get fuller lips, achieve a bold brow look and more. To make the experience seamless, there are simple instructions below each video that also correspond to a product. If a viewer would like to purchase a featured product, there are ratings and reviews featured in the video as well.
For consumers who want to practice creating a look on themselves in real time, viewers can activate the on-screen mirror and watch the tutorial while trying the application method on themselves. This feature initiates the webcam that allows them to follow along easily. They can see both themselves and the video on the screen at once.
There is also content within content: annotations within the videos direct people to other related videos to continually engage viewers. For example within the platform, if watching a video with Hilary Rhoda, an annotation may appear and direct the viewer to a behind-the-scenes video of Hilary.
In addition, users will also be able to read product ratings and reviews without having to leave the Estée Lauder YouTube channel. These reviews are generated from the millions of customers that visit the brand’s e-commerce website and allows YouTube viewers to have reliable feedback immediately on-hand. The channel will be updated continually with fresh content.