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Estee Lauder’s Aveda extends reach with mobile commerce platform

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December 4, 2009

avedaThe Estee Lauder Co.’s eco-beauty products manufacturer Aveda has rolled-out a mobile commerce platform to make the brand accessible to consumers anytime, anyplace. 

The new site at http://m.aveda.com is one of the beauty industry’s first mobile commerce sites. It provides guests with convenient, on-the-go access to Aveda.com from any Web-enabled mobile device.

“It was a natural progression to make the brand accessible to consumers anywhere, anytime via their mobile device,” said Suzanne Dawson, vice president, global marketing for Aveda, Blaine, MN.

“We know that about 58 million people access the Web via their mobile device each day, so the mobile commerce site will help create a seamless multichannel customer experience for our guests,” she said.

Aveda was founded in 1978 with the goal of providing beauty industry professionals with high performance, botanically-based products that would be better for service providers and their guests, as well as for the planet.

Aveda manufactures professional plant-based hair care, skin care, makeup, Pure-Fume and lifestyle products.

With the new mobile commerce site, consumers will be able to browse for and purchase Aveda products, search for an Aveda salon, retail store or spa location nationwide, and access expert tips showcasing the latest styles and trends in hair care.

The site’s features include:

–Search and purchase capabilities allowing for secure credit card transactions
–Comprehensive product information including product benefits and customer reviews
–Location finder with detailed map and direction capability, and click-to-call functionality
–Expert tips on Aveda hair care, skin care, and makeup products
–”Get the look” section showcasing seasonal trends and styles
–”Email a friend” capability allowing guests to suggest products to friends and family
–Email sign-up page for guests to receive alerts and updates on Aveda news and promotions
–Access to Aveda’s 24/7 customer service team for product recommendations and advice

Aveda is the first brand within The Estee Lauder Co. to launch a mobile commerce site helping to lead the way in mobile commerce for both the company and the beauty industry.

Following an intensified consumer demand for Web-enabled phones, mobile Internet usage has increased dramatically.

The new site at http://m.Aveda.com is a direct response to the rapidly growing mobile commerce industry.

Recent studies show that by the end of 2009, there will be more Web-enabled mobile phones than desktop computers, according to Aveda.

By the end of 2009, there will also be more browsers on phones than on desktops.

Additionally, 62 percent of people with Web-enabled phones use their phones to locate nearby stores to purchase a specific product and 57 percent of the U.S. population uses a Web-enabled mobile phone.

“Mobile devices are quickly becoming a main point of entry to the Internet and we know that it’s more important than ever to provide multiple touch points for our consumers,” said Dennis McEniry, president of the Estee Lauder Companies Online, in a statement.

“We are confident that mobile commerce is the next step in our online strategy and we are committed to reaching our consumer in a high-touch way- even while on-the-go,” he said.

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at giselle@mobilemarketer.com.

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