Estée Lauder Fetes Italian Store

MILAN — There’s always a reason to party.
Estée Lauder had more than one in hosting a cocktail event at its new Italian store, which opened last month in Milan’s central Via Dante. The event was an occasion to celebrate the company’s first unit in Western Europe and enable Italian beauty aficionados to meet the brand’s global beauty director Violette, who counts more than 150,000 followers on Instagram.
While her presence at the store dispensing makeup tips was an exception, local consumers can count on beauty experts and dedicated digital applications to get beauty suggestions on a daily basis.
According to Estée Lauder’s Italian division director Fulvia Aurino, digital devices have been boosting sales at the unit in its first month. The executive said the store “is completely meeting what we had in mind” in terms of performance, but declined to disclose figures.
“There are a few things we have [implemented] for the first time in here,” she said, mentioning Estée Lauder’s YouCam app among them. Operative through a couple of iPads positioned on the store’s tables and color stations, the app enables women to try different shades of lipstick, without changing them, for instance.
“We know that after two or three trials, consumers just

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