US. Estée Lauder has launched an official YouTube channel. Called Your Source for Expert Beauty Advice (www.youtube.com/esteelauder) it houses 35 original videos showcasing Creative Makeup Director Tom Pecheux, and global spokesmodels Hilary Rhoda, Constance Jablonski, Liu Wen, Joan Smalls, Carolyn Murphy and Elizabeth Hurley.
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Estée Lauder’s new YouTube channel features original, interactive content to engage viewers in a visual, tactile way |
Featuring original content that is highly interactive, the channel aims to engage viewers in a visual, tactile way that gives a new and insightful look into the Estée Lauder brand.
The Estée Lauder YouTube channel is a self-contained platform where consumers can see product information, read ratings and reviews, get beauty tips, comment and share.
“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,” noted Estée Lauder Senior Vice President of Global Marketing Charisse Ford.
Videos are curated into various sections to allow for easy navigation of content including:
– “How-To” videos
– Interviews with Creative Makeup Director 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 different effects, such as a smoky eye, fuller lips, a bold brow look, and so on.
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 helpful ratings and reviews featured too.
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 a viewer’s web cam, which allows them to follow along easily. They can see both themselves and the video on the screen at the same time.
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, while watching a video with Hilary Rhoda, an annotation may appear and direct the viewer to a behind-the-scenes video of Hilary. Or, while watching a video featuring Advanced Night Repair, an annotation may appear and direct the viewer to the product’s ratings and reviews.
Lastly, users will 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.
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