Estée Lauder’s approach to storytelling, rather like the perfect beauty regimen, is based on numerous tiny flourishes.

“We have come up with a term called ‘micro-storytelling,’” Tricia Nichols, Estée Lauder’s vp/global consumer marketing and engagement, explained at the 2018 CommerceNext conference.

“It’s smaller, more frequent narratives that will deepen connections and create bonds with people.”

A case in point involves the New York-based cosmetics manufacturer’s Advanced Night Repair Concentrate Matrix. Its efforts to promote this anti-aging product were premised around the underlying notion that an individual’s eyes go through several thousand “micro-moments” each day – an idea encapsulated, in part, by an illustration of blinking, looking around, squinting, eye-rolling, and so on.