THE WHAT? The Estee Lauder Companies has partnered with SmartGift in order to make the online shopping experience for gifts a breeze this holiday season.

THE DETAILS The US prestige beauty giant’s Aveda, Bobbi Brown, MAC, Origins and Too Faced Cosmetics brand websites will now feature a ‘Send as a Gift’ button, allowing shoppers to choose a product and send it to their nominated recipient complete with greeting card or personalization via text, email or other digital platform. The gift can then be digitally unwrapped via engaging UX and customised to suit (e.g. the correct shade chosen, or exchanged for a same-priced item. The gift will then be shipped to the recipient and paid for by the sender.

THE WHY? Monica Kochhar, CEO and Co-founder of SmartGift explains, “The Estee Lauder Companies is ahead of the game and investing significant time and effort to provide the most sophisticated customer experiences. This holiday season will see an even bigger shift to online shopping and virtual celebrations, a change that is here to stay.”