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Estée Lauder is also aiming to capture travelers with a tech approach at its first Estée Edit brick-and-mortar outpost, located at 46 Carnaby Street in London’s Soho. While the store primarily stocks products from its Millennial-focused collection The Estée Edit, it will carry a selection of other products as well.
According to Stephanie Sherman, vice president general manager, the UK and Ireland, at Estée Lauder, Carnaby Street attracts about 44 million visitors a year, and says that The Estée Edit collection is aimed at selfie-obsessed young women.
The freestanding boutique has been enhanced with digital experiences such as a selfie mirror where shoppers can take a picture of their beauty makeover and share the picture or print the image on-site. There are also “play areas,” services, treatments, and beauty events.
According to Stephanie Sherman, vice president general manager, the UK and Ireland, at Estée Lauder, Carnaby Street attracts about 44 million visitors a year, and says that The Estée Edit collection is aimed at selfie-obsessed young women.
The freestanding boutique has been enhanced with digital experiences such as a selfie mirror where shoppers can take a picture of their beauty makeover and share the picture or print the image on-site. There are also “play areas,” services, treatments, and beauty events.
