Inside Estée Lauder's online growth

Author

Stephen Babcock
August 23, 2022

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The Estée Lauder Companies is emphasizing social selling, introducing brands through ecommerce marketplaces and fulfilling orders from stores. The global prestige beauty company’s recent earnings call offered a look at key pieces of its ecommerce strategy, and how digital growth impacts the entire business.

At many DTC brands, promotions and sales are typically reserved for holidays. But amid inflation, campaigns that cut prices are proving to be useful tools to reach shoppers that are looking for deals. Some are even taking an explicit “anti-inflation” stance. But even with coupons to entice shoppers, it's important to remember that creative still matters.

On Pinterest, new features allow users to specify color and sizing within a product pin, then complete a purchase directly within the app. Available for Shopify merchants, it’s a sign of how Pinterest’s ecommerce push is taking shape.

From search to a shopping holiday, mall owner Simon is taking pages from the ecommerce playbook as it seeks to stand out. The latest example comes in the form of a marketplace for Shop Premium Outlets, which offers a digital sales channel to retailers who might not yet have one. Rather than replicating the brick-and-mortar store, Simon created a new experience that allows for interplay between discount and full-price environments.

On this week’s Dealboard, DTC brands founded by stars of courts and Shorts raise investment, Ted Baker finds a suitor and eBay adds to its trading card collection of services. Plus, marketing intelligence platform Northbeam raises a Series A, and GrubMarket acquires a pair of enterprise software firms.

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