The Estée Lauder Companies: 4 lessons learned by an iconic brand about consumers in digital era

Michael Smith, chief information officer at the Estée Lauder CompaniesEstée Lauder's MAC Shanghai Store meets the needs of digitally-savvy Gen Z consumers through online experiences via WeChat technology and real-time influencer recommendations in-store via social media.The cosmetics giant also hosts an annual ELC Hackathon as a way for its IT team to rethink problems.

Given the growing trend of personalization and customization, we leverage many different technologies to customize our packaging, consumer experiences, retail offerings and more. For example, at our MAC Shanghai Store, our IT team used differentiated retail marketing to seamlessly communicate and converse with digitally-savvy Gen Z consumers, deliver extra in-store and online experiences via WeChat technology and provide real-time influencer recommendations in-store via social media.

At The Estée Lauder Companies, we have working relationships across our global IT organization, but also with other teams across our brands and regions especially because technology is so integral to every part of our business.

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