Estée Lauder has been developing its online strategy in a bid to capture consumer attention span, which is said to last a mere five seconds.

Larisa Kitt, a Communications Executive at Estée Lauder’s Clinique brand, has spoken at a recent staff training event to highlight how to ensure the short term frame is as engaging as possible in the company’s ‘digital-first’ mindset.

Having enlisted social media influencers to upload YouTube how-to videos, beauty consultants to conduct chats on Facebook, and local content having been created to focus on regional preferences, Estée Lauder has achieved accelerated sales growth in its latest quarters thanks to the new methods.

Speaking to Bloomberg, Jason Gere, an analyst at KeyBanc Capital Markets Inc., said, “They’ve done a great job of foreseeing the change.”