Estee Lauder
Sustainability and Social Impact in Beauty
Estée Lauder, a global leader in luxury beauty, aimed to integrate sustainability and personalization into its digital experience. The goal was to create an eco-conscious, user-friendly shopping journey that aligned with evolving consumer values.
Client
Estée Lauder
Services
Sustainability Strategy, UI/UX Design, E-Commerce Optimization, Digital Marketing
Industries
Beauty & Cosmetics
Date
Research & Discovery: To craft a luxury beauty digital experience, I conducted extensive research: Consumer Behavior Analysis: Studied user interactions with Estée Lauder’s website, mobile app, and social platforms to identify friction points. Sustainability Market Trends: Researched how beauty consumers make eco-conscious purchasing decisions and what features drive engagement. Competitor Benchmarking: Analyzed digital strategies from brands like Lancôme, Chanel, and Fenty Beauty to identify best-in-class UX practices. Usability Testing & Customer Interviews: Conducted live tests with loyal Estée Lauder customers and first-time buyers to evaluate digital experience pain points.
Key Features: Sustainability tracking dashboards showing the environmental impact of each purchase. AI-powered product recommendations based on eco-friendly preferences. Transparent data on packaging materials and sustainable sourcing. Digital marketing campaign to raise awareness about Estée Lauder’s sustainability goals. Social impact initiatives integrated into the digital experience for broader community engagement.
Key Findings: 📌 Users wanted personalized product recommendations but found the current experience generic. 📌 Sustainability mattered, but clear product transparency (ingredients, packaging, recyclability) was missing. 📌 Cart abandonment rates were high, especially among first-time visitors unfamiliar with the brand’s formulations. 📌 Users valued virtual try-on tools, but they lacked inclusivity for diverse skin tones and textures.
Design Solutions: ✅ AI-Powered Beauty Recommendations Integrated machine learning algorithms to analyze skin type, concerns, and user history to suggest the best products. Allowed users to take a 30-second quiz for hyper-personalized skincare and makeup recommendations. Enabled shade-matching AI for foundation and concealers based on uploaded images. ✅ Sustainability Transparency Hub Designed a ‘Green Beauty’ section where users could filter products by sustainable packaging, vegan formulas, and cruelty-free status. Created interactive product labels showing the environmental impact of each purchase. Introduced a refill subscription model UI, making it easier for users to choose eco-friendly options. ✅ Enhanced Virtual Try-On Experience Improved Augmented Reality (AR) try-on features to support more diverse skin tones and undertones. Enabled real-time side-by-side comparisons for different shades and textures. Developed a community-driven lookbook, allowing users to upload their makeup looks and link products. ✅ Seamless E-Commerce Optimization One-click checkout and Apple Pay/Google Pay integration to reduce friction at checkout. AI-driven cart reminders and replenishment suggestions based on user purchase cycles. Improved product pages with detailed user reviews, ingredient breakdowns, and ‘how-to-use’ video embeds.
Final Impact: 📈 15% increase in conversions from AI-powered beauty recommendations. 📈 30% boost in engagement on sustainable beauty filters and product transparency pages. 📈 Cart abandonment rates dropped by 22%, thanks to streamlined checkout and AI-powered nudges. 📈 Higher customer retention, as personalized recommendations improved user satisfaction.
Final Thoughts: By merging sustainability, personalization, and cutting-edge UX/UI design, I helped Estée Lauder create a seamless, high-touch digital shopping experience that aligns with the brand’s luxury positioning and commitment to sustainability. This project highlights my ability to design innovative, data-driven e-commerce experiences while enhancing brand trust and customer engagement.
Outcome: Positive customer feedback for Estée Lauder’s sustainability efforts. Increased customer engagement due to the transparency of sustainability initiatives. Strengthened brand loyalty and reputation as an eco-conscious leader in the beauty industry.