Estée Lauder is appealing to Chinese Millennials with a digital-first approach and an army of beauty bloggers. In China, 18-30-year-olds account for 35-40% of all Estee Lauder’s sales in the country, and are often buying the beauty brand’s most expensive products. The Asia-Pacific president says social media is responsible—Estée Lauder is buying up smaller, social media savvy brands, and activating beauty bloggers across platforms to reach its mobile-first demo. A partnership with ModiFace will soon allow shoppers to virtually try out products before purchasing. The brand’s focus on Millennials is paying off: shares have skyrocketed 23% this year. (Bloomberg, Forbes)
