New York, NY, February 3, 2012 – Estée Lauder, the flagship brand of The Estée Lauder Companies, Inc., today announced award-winning fashion blogger Emily Schuman of Cupcakes and Cashmere as its new Guest Editor for digital and social media platforms.
This is the first time the Estée Lauder brand has integrated a blogger’s voice into its brand communication. A top fashion blogger and winner of the 2010 Webbie Award for Best Fashion Blog, Schuman will work closely with Estée Lauder to create editorial-inspired content that links beauty with lifestyle for esteelauder.com and Estée Lauder’s social media platforms, including Facebook, Twitter and YouTube.
“We are incredibly excited to partner with Emily as we continue to modernize our brand, evolve our voice and expand our presence in digital and social media,” said Jane Hertzmark Hudis, Global Brand President, Estée Lauder. “We are thrilled to be part of Emily’s world and to bring Emily into ours. Emily’s role, combined with our diverse new models, Joan Smalls, Liu Wen and Constance Jablonski, and Tom Pecheux as Creative Makeup Director, is part of a broader strategy to communicate Estée Lauder’s point of view on beauty and engage with our consumers in new and exciting ways.”
Beginning in February 2012, editorial posts will appear on esteelauder.com and espanol.esteelauder.com with new content being updated weekly. The posts will show Schuman in her environment, illustrating how she incorporates beauty into her lifestyle. Schuman will also be featured on Facebook, hosting live chats, initiating polls and engaging with Estée Lauder Facebook fans. On YouTube, her editorial and How-To videos will be available for viewing and she will host Tweet-ups to converse with Twitter followers.
“It’s a great privilege to work with the Estée Lauder brand,” said Schuman. “We are both dedicated to helping women everywhere look and feel their most beautiful. I know this will be a fantastic creative partnership and I look forward to sharing my beauty discoveries with an expanded audience.”
Schuman began Cupcakes and Cashmere in 2008 and has been featured in top fashion magazines, including Teen Vogue, Glamour, and Lucky amongst others, and on major online outlets, such as Refinery29, NYmag.com, and Who What Where. She was also named one of Forbes Top 20 Blogs for Professional Women and was included in InStyle magazine’s Best of the Web.
Isn't it exciting that bloggers are now being recognized by mainstream media and companies as a legitimate voice in both the fashion and beauty industries? Congratulations!
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