This article first appeared in The Edge Financial Daily, on November 19, 2015.

COMESTIC giant Estee Lauder has recently launched its new digital flagship for Malaysia. The interactive site gives users the opportunity to interact with the brand effortlessly, providing personalised service and regularly updated content. With its bold design and high accessibility, esteelauder.com.my connects its users to the world of e-commerce, content and top service. 

The website was designed by creative agency Wednesday in collaboration with the brand’s global in-house creative team. “Our goal was to create a luxury-driven design that takes shopping for beauty to a whole new level,” said Estee Lauder’s global creative director Richard Ferretti. “We wanted women to be drawn into our world through fashion-inspired photography, and shop with ease though interactive, user-friendly product pages with a modern, editorial look and feel. I’m confident that we have designed a site that women will want to visit over and over again.”

The site aims to engage women by communicating seamlessly through its editorial content, product reviews and social media feed. Aside from online shopping, the website offers easy access to insider beauty tips, online beauty consultations and product recommendations. Interactive tools such as the Foundation Finder provides an app-like experience giving users appropriate recommendations by asking questions about their foundation coverage. 

There is also a product comparison tool to make users find the item they want. The Estee Edit section of the site provides original content by fusing together the brand’s vision of beauty with related lifestyle topics. Content from the section can be easily shared across social media by any beauty addict wanting to inspire others. 

In conjunction with its launch, the website is currently giving away two exclusive offers. Online shoppers have the chance to get Kendall Jenner’s signature shade — the limited-edition matte lipstick called Restless, which is only available online. If you make a purchase over RM200, you will get a three-piece gift including a limited-edition pouch from Opening Ceremony.