Beauty powerhouse Estée Lauder has called on young millennials to undertake a reverse-mentor initiative, which saw stylish youngsters create a presentation to help develop a modern in-store shopping concept.
The group of youngsters created a presentation based on the Tinder dating app and swiped right for brands they liked and left for any they didn’t like.
Held at the company headquarters in Manhattan, Nicky De Simone, a 29 year old that took part in the presentation, told the FT, “Senior leadership was ecstatic about the level of ideation that came from this session.
“They come back to this group for innovation and creativity.”
The move comes as the company looks to shake off its ageing image and develop its brand alongside the young millennial consumer. Other moves have been to appoint the likes of Kendall Jenner as the face of the company in a bid to draw on her strong teen following, while also launching the new Estée Edit, a brand targeted at a younger consumer.