Estee Lauder launches official YouTube channel with 35 videos; channel enables consumers to see product information, read ratings and reviews, get beauty tips, leave comments

NEW YORK , September 22, 2011 (press release) – Estée Lauder announced today the launch of the brand’s new official YouTube channel. The Estée Lauder channel, Your Source for Expert Beauty Advice (www.youtube.com/esteelauder) houses 35 original videos showcasing Creative Makeup Director Tom Pecheux, and global spokesmodels Hilary Rhoda, Constance Jablonski, Liu Wen, Joan Smalls, Carolyn Murphy and Elizabeth Hurley. Featuring original content that is highly interactive, viewers will be engaged in a visual, tactile way that gives a new and insightful look into the Estée Lauder brand. The Estée Lauder YouTube channel is a self-contained platform where consumers can see product information, read ratings and reviews, get beauty tips, comment and share – all without having to leave the channel.

“We are thrilled to offer viewers an inside look at the Estée Lauder brand, with a behind-the-scenes view of our products, personalities and so much more,” said Charisse Ford, Senior Vice President of Global Marketing, Estée Lauder.

Videos are curated into various sections to allow for easy navigation of content including:
- How-To Videos
- Interviews with Creative Makeup Director Tom Pecheux
- Behind-the-Scenes Access
- Signature Services Videos
- Beautiful Skin Demonstrations

Instructional how-to videos are a focal point of the channel. Viewers can easily follow along to learn how to create a simple smoky eye, get fuller lips, achieve a bold brow look, and so much more. To make the experience seamless, there are simple instructions below each video that also correspond to a product. If a viewer would like to purchase a featured product, there are ratings and reviews featured in the video as well.

To practice creating a look on yourself in real time, viewers can activate the on-screen mirror and watch the tutorial while trying the application method on themselves. This feature initiates your webcam which allows you to follow along easily. You can see both yourself and the video on the screen at once so you can apply the techniques on yourself.

There is also content within content: annotations within the videos direct people to other related videos to continually engage viewers. For example within the platform, if you’re watching a video with Hilary Rhoda, an annotation may appear and direct you to a behind-the-scenes video of Hilary. Or, if you’re watching a video featuring Advanced Night Repair, an annotation may appear and direct you to the product’s ratings and reviews.

In addition, users will also be able to read product ratings and reviews without having to leave the Estée Lauder YouTube channel. These reviews are generated from the millions of customers that visit the brand’s e-commerce website and allows YouTube viewers to have reliable feedback immediately on-hand. The channel will be updated continually with fresh content.

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