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Estée Lauder Elevates Online Gift-Giving with Recipient Personalization Options

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The Estée Lauder Companies Inc. is making the online gift-giving experience more engaging for shoppers via a new option that incorporates a “Send as A Gift” button on its skincare and cosmetic brands’ websites.

The brand is partnering with SmartGift to provide the offering. Consumers can choose which products they would like to gift and include a greeting card or personalization, before sending the gifting message to the recipient by text, email or any other digital platform. Using the link in the message, the recipients digitally unwrap their gifts through an engaging UX. Giftees can customize the gift by swapping for a same-priced item or by altering the gift’s shade, color or fragrance. The gift is then shipped to the recipient and paid for by the sender.

“As the leaders in the cosmetics industry, The Estée Lauder Companies Inc. is ahead of the game and investing significant time and effort to provide the most sophisticated customer experiences,” said Monika Kochhar, CEO and Co-Founder of SmartGift in a statement. “This holiday season will see an even bigger shift to online shopping and virtual celebrations, a change that is here to stay.”

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