People shop differently for beauty products today than they did only a few years ago - it's yet another sector that has been disrupted by digital. And anyone wondering about the extent of the disruption need look no further than US reality TV star Kylie Jenner, according to Alicianne Rand, Executive Director, Global Content Marketing at The Estée Lauder Companies Inc.

Jenner built a $420 million business in just 18 months, selling lipstick via Snapchat, Rand told a Newscred ThinkContent conference (London, November 2017). "That was her only distribution channel and her only product." Her business is already on a par with a stalwart of the sector like Lancôme, which took 50 years to reach a similar figure. "It shows how powerful content, social, and influencers really are in driving revenue and business growth," said Rand.

These days, content fuels everything at Estée Lauder, which has over 32 brands in its portfolio, from well-known global ones to fast-growing start-ups. Every day the content the company produces reaches 83 million people on Facebook, YouTube and Instagram - and that's just the top 13 brands - and generates 1 million interactions in the US alone. "It mirrors the way that people shop for beauty," Rand said.