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

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...

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