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Estée Lauder announced 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. Offering original content that is interactive, viewers can be engaged in a visual, tactile way that gives a new look into the Estée Lauder brand. The YouTube channel is a self-contained platform where consumers can see product information, read ratings and reviews, get beauty tips, comment and share - all within 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 Pecheux, behind-the-scenes access, signature services videos and beautiful skin demonstrations.
To practice creating a look in real time, viewers can activate the on-screen mirror and watch the tutorial while trying the application method on themselves. This feature initiates the user’s webcam, allowing them to easily follow along, seeing both themselves and the video on screen at once while applying the techniques that are shown.
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 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.