A customer uses an app on a tablet device at an Estee Lauder Companies Inc. store in the Raffles City shopping mall in Shanghai, China, on Wednesday, May 31, 2017. Retail cosmetics sales for all companies will total $7.4 billion in China in 2021 from $4.3 billion last year, forecasts Euromonitor. Fueling growth are social media websites, such as Weibo, Youku, iQiyi and Tudou, that women are increasingly turning to for tutorials on everything from shading eyes to highlighting cheekbones. Photographer: Qilai Shen/Bloomberg
For cosmetics companies like Estee Lauder Cos, the window of time to capture an online customer is approximately five seconds.
After that, most shoppers’ attention will flutter away, says Larisa Kitt, a communications executive at Estee Lauder’s Clinique brand, during a recent training event for employees at a New York hotel. So the company is trying to make sure those seconds count.
Limited time offer:
Just RM5 per month.
