Jane Lauder, the Vice President of Estee Lauder Cos., talked about the company’s social media presence. When the other brands lost business during Covid 19, Estee Lauder Cos. only flourished. Lauder gives credit largely to social media platforms like TikTok, Snapchat, and Instagram. According to her, the company provided a blueprint for techniques to use for centring their product as well as guidelines on lighting, setup, swatches, and positioning. This enabled different people on social websites to post the utilisation of the company’s products in video format and helped reach a larger audience. consequently, it created a 200% increase in sales. Even people in China, where it is difficult to spread a physical franchise, could buy their products through live shopping online. Estee Lauder Cos. also forayed into the Metaverse with their first NFT in 2020. They also featured their first NFT as the exclusive beauty brand partner of Decentraland’s Metaverse Fashion Week in March.

Read more from WWD