Estée Lauder launched a blog/personalized shopping experience this summer called The Estée Edit. It features stories about beauty, style, iconic Estée Lauder models, and even baking. References to brand heritage and product recommendations are woven in, and a “shop the story” collection at the end of each post recommends relevant brand products.

One of the blog’s innovative features is video reviews, hosted in the “shop the story” section. Visitors can post a link to a video reviewing an Estée Lauder product and users can give feedback by rating it as helpful or not helpful.

Reviews are becoming an essential component of brand sites, as 79% of consumers trust them as much as a personal recommendation. L2’s Digital IQ Index: Beauty finds that 85% of Beauty brands feature reviews on their site, more than any other site investment.

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And more brands (Free People, West Elm) are sorting through user-generated content and featuring the best ones on their site. Given that they combine two of the most trending site features, these Estée Lauder pages could be grounds for budding vloggers.

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