Estée Lauder launched this week a lifestyle and beauty blog called The Estée Edit. This initiative differs from other brand content in that it resembles a magazine with posts food, music and profile of success stories in beauty and non-beauty industries. Celebrity bloggers such as Garance Doré have been enlisted for the project. Doré’s first post was a review of Pure Envy lipstick. The magazine is hosted on the Estée Lauder site, a click away from the e-commerce page.
Blogger and celebrity social media partnerships are nothing new to the brand. Estée Lauder handed over the blog to Joan Smalls for three days in December, and saw a spike in engagement rate and followers. And even though the number of followers declined slightly after the partnership ended, engagement rates remained at their highest level (shown in the graph from L2’s Intelligence Report: Instagram). In 2012, Estée Lauder enlisted lifestyle blogger Emily Schuman of Cupcakes & Cashmere to curate shoppable posts titled “Emily’s Picks.”
These social collaborations have paid off. Estée Lauder has the fourth largest e-commerce presence in the US, UK, France, and China combined (after Bobbi Brown, Clarins and Clinique) among Beauty brands in L2’s Digital IQ Index. If The Estée Edit becomes a destination for original content, Estée Lauder’s digital footprint could become even stronger.