How Estée Lauder enhances the "human brand"
Stephen WhitesideWarc
Applying make-up and watching a commercial for Coca-Cola may seem to be activities with little in common – but both, in fact, reflect an attempt to build brands that are superior to any competitor.
Daniel Yarosh, svp/basic science at Estée Lauder, told delegates at the 2014 Neuromarketing World Forum – an event held in New York by the Neuromarketing Science and Business Association – that an essential need of the "human brand", for female shoppers at least, is fulfilled by wearing make-up that draws attention to specific facial characteristics.
"I...