The Wall Street Journal article by Ellen Byron titled “Estee Lauder’s Counter Makeover: Cosmetics Company Touches Up Department-Store Sections With Express Lanes, Browsing Areas” is a very interesting article about Estee Lauder’s department store changes and the cosmetics industry.
Yet, in my opinion, what is probably the biggest recent influence on department-store cosmetics departments is totally missing from the article: social media.
For example, the article talked about the new express line “for consumers who know what they want.” And the article went on to say: “Employees who staff Clinique’s express line try to deliver the product in 60 seconds …”
Why do so many consumers today already know what they want?
Probably because they have been influenced by what their friends recommend. And this is particularly true of people influenced by the “likes” of their Facebook friends, who can “like” a product on or off Facebook.
Why is 60 seconds so important?
Because in today’s online world if your social media profile or website doesn’t hold someone’s attention for a couple of seconds (forget 60 – make that 2 or 3 seconds), the person clicks away – on to something else more exciting or interesting.
The lesson here for every business person – no matter what your business (including, for example, a single shoe repair shop) – is that you need to be savvy about how social media influences your potential customers or clients.
Then you need to adapt those social media strategies to your own business.
If you want help putting social media to work for your business, contact us at marketing@millermosaicllc.com
(You can read the Wall Street Journal article at http://on.wsj.com/baIgeF )
© 2010 Miller Mosaic, LLC
Phyllis Zimbler Miller (@ZimblerMiller on Twitter) and her business partner Yael K. Miller (@MillerMosaicLLC on Twitter) are committed to taking the mystery out of social media so that individuals and companies can utilize the power of social media to attract more business. See their Quick Start Social Media Track.
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{ 4 comments… read them below or add one }
I went to a lecture given by Evelyn Lauder on the “state of beauty” at the 2010 Aspen Ideas Festival. As a vital, active, attractive woman of an advanced age that is still intricately involved in her company, I imagine that her company would embrace the benefits of social media for business purposes.
PM
Patrick –
Thanks for leaving this comment.
I’m actually envious that you heard Evelyn Lauder speak as I’ve followed her career for several years and know about her business acumen as well as her efforts on behalf of nonprofit causes. She is reputedly an amazing woman and the Lauder family contribution is very strong at Penn and Wharton.
Phyllis
I recently commented onto your weblog and picked notify me about new comments. There has to be a way to disable that system? I’m getting a lot of emails.
There is an unsubscribe link at the bottom of every email.