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Estee Lauder Fights Short Attention Spans in Online Makeover

  • Cosmetics company seeks new relevance on social media
  • Facebook, Instagram and YouTube become drivers for sales
Lipsticks sit on display at an Estee Lauder Companies Inc. store in the Raffles City shopping mall in Shanghai.
Photographer: Qilai Shen/Bloomberg
Updated on

For cosmetics companies like Estee Lauder Cos., the window of time to capture an online customer is approximately 5 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.