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Estée Lauder Companies embrace TikTok Shop for enhanced consumer engagement and sales growth

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The Estée Lauder Companies, embarking on the TikTok Shop journey with their Estée Lauder and The Ordinary skincare brands, strategically navigate the platform’s unique consumer landscape. Led by Jon Roman, the company focuses on leveraging The Ordinary’s fervent Gen-Z fanbase and extensive creator network, alongside Estée Lauder’s technological innovation and success in TikTok-led campaigns. By emphasising consumer experience over mere storefront presence, both brands employ livestreaming, user-generated content, and affiliate links within TikTok videos to drive sales and amplify earned media value. Despite a recent sales dip, the move to TikTok Shop underscores Estée Lauder’s commitment to engaging micro-creators and embracing TikTok’s creator-centric approach, envisioning a seamless shopping journey while nurturing direct community connections and influencer partnerships for an elevated consumer experience.

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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. New Trends such as Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. ConsumerGeniuses.com is a content platform where we curate latest innovations and disruptions in the Top global trends in the Consumer Goods industry. ConsumerGeniuses is managed by IndustryGeniuses (A place where industries meet innovation). We are rolling out content platforms for the world’s hottest industries such as Food & Grocery Retail, Consumer Goods and Healthcare. Sign up to our weekly newsletter(s) and never miss out: https://signup.industrygeniuses.com/newsletter
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ConsumerGeniuses

Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

ConsumerGeniuses is managed by IndustryGeniuses (A place where industries meet innovation). We are rolling out content platforms for the world’s hottest industries such as Food & Grocery Retail, Consumer Goods and Healthcare. For each of these key industries, we support Tech Startups and Industry Disruptors as they roll out next generation digital initiatives.

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