Estée Lauder embraces “micro-storytelling” to deepen consumer connections

Stephen Whiteside

Estée Lauder, the beauty company, is using an approach called “micro-storytelling” to engage consumers.

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,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands