It's one of the levers that we really see driving acceleration of our online business. We had piloted an AR try-on capability last year that allows people to try make-up on virtually now that we're in a world where consumers can't try on products either because the stores are closed or we have a no-touch policy in the ones that are open. Ojo: It's accelerated a lot of things that were already in the works. We started touching base with our regions and affiliates on a more frequent basis.ĭua: Has the pandemic impacted ow the retail and in-store experience? We moved to daily scrum meetings and we're getting new information sometimes on an hourly basis. We condensed our processes so we could move a lot faster. Ukonwa Ojo: We had to close a lot of our stores. Tanya Dua: How has the business been impacted by the pandemic? The following interview has been edited and condensed for clarity. In the latest installment of Business Insider's new CMO interview series, which has featured companies like Pepsi, 1-800-Flowers, AT&T, and Roku, its global CMO Ukonwa Ojo shared how the Estée Lauder brand is adapting to the new environment with AR, e-commerce, and TikTok.
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The coronavirus pandemic is reshaping retail and shopping habits for MAC Cosmetics. Visit Business Insider's homepage for more stories.She also said MAC was using TikTok more because it allowed for content creation and collaboration with consumers.She said that the Estée Lauder brand is relying on augmented reality tools as shopping moves online where consumers can't try on products.In the latest installment of our new CMO interview series, which has featured companies like Pepsi, 1-800-Flowers, AT&T, and Roku, Business Insider talked to MAC's global chief marketing officer Ukonwa Ojo.The coronavirus pandemic is changing retail and shopping habits for MAC Cosmetics.
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