Sowmya Gottipati, Vice President of Global Brand Technologies, Estee Lauder at The Estée Lauder Companies told me that the campaign and others like it are part of the company’s embrace of a beauty industry increasingly powered by technology. Her job is to help identify and then champion those technologies best able to reimagine how customers can experience, purchase, and use beauty products from one of the company’s over 30 brands, including Clinique, GlamGlow, Too Faced, and MAC.
The VTO approach to lipstick resulted in a 2.5 times higher conversion rate and improved customer loyalty. Gottipati says Estée Lauder is actively seeking new ways to use VTO for other products with aims to realize the same performance boosts. Those experiences are even more critical now during a time when few of us can travel to the department store to test fragrances and makeup.
Growing up in India, Gottipati was drawn to math and the internet. She pursued those passions in school, earning bachelor’s and master’s degrees in engineering. She joined AT&T in the late 1990s, climbing the ranks to become a technology manager and eventual advisor to the company’s Chief Technology Officer. Seeking to broaden her exposure to business, Gottipati then left to attend Columbia University and earn her MBA.
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