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“I love beauty. For anyone who has never looked at my blog, I do a lot of how-tos. I am constantly wearing red and pink and orange lipsticks and will agreement with any nail polish,” said Schuman. “They are some of the most well-received posts that I do, so I feel like it was aloof a very natural fit to work with a brand that I love.”
Feb 3, 2012 ... The 28-year-old creator of the popular Cupcakes and Cashmere blog has signed
on to be EstÃ©e Lauder's social media and digital guest editorÂ ...
Scientists are Calling Maple-Leaf Extract a Natural, Needle-Free Botox
This is just one of abounding reasons why weâre so thrilled to have Violette as allotment of the EstÃ©e Lauder family, serving as our Global Beauty Director and helping to actualize products and looks that absolute women will want to use and wear. Our founder, EstÃ©e Lauder herself always used to say, âBeauty is an attitude,â and thatâs what resonates most with Violette, making her feel that she and EstÃ©e are kindred spirits.
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EstÃ©e Lauder Teams With Blogger Emily Schuman
Not known for pushing the boundaries in the digital realm like Avon’s Mark or Lancôme, signing on Schuman brings Estée Lauder into the conversation about the integration of editorial content and commerce. Ultimately, sales may judge the success of this endeavour, but Hertzmark Hudis is absorbed in a less tangible outcome. “It is a lot more about cast expression and cast aspiration,” she said. Geri Schachner, senior vice president of global communications at Estée Lauder, explained, “We want to reach out to more women than currently come to esteelauder.com. We want to tap into her audience and merge her audience with ours.”
Meet Violette, EstÃ©e Lauder's new Global Beauty Director. She's here to
celebrate who you are instead of changing what you look like.
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I tâs not every day that someone with true artistry chops comes along to make a name for herself on the internet. And yet thatâs area we found Violette, a Parisian-born makeup artist who honed her skills on the sets of fashion editorials with major photographers like Camilla Akrans and Patrick Demarchelier. She doesnât subscribe to trends or rules, believing instead, as she puts it, that we need to âforget the beauty codes and going afterwards the âperfect beauty.â I am anti-trend and pro-freedom of expression.â
Demi Lovatoâs Berry Mask Gives Her Amazing Skin
Estée Lauder executives and Schuman spoke a lot about fit — they used the word added than a dozen times, in fact — during a contempo interview on their partnership at Schuman’s Los Angeles home, and it made sense. Schuman started her blog in 2008 to explore her love of food (hence, cupcakes) and clothes (hence, cashmere). She began concentrating on it full time two years later after taking a voluntary buyout from her AOL sales associate job. It reflected her life of sumptuous broiled goods, game nights with friends, trips to farmers’ markets, well-composed outfits and, of course, abundant cosmetics to flood drawers.
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“I adulation to think of her in some ways as our ideal customer,” said Jane Hertzmark Hudis, global brand president of Estée Lauder. “She is an entrepreneur. She is accurate about what she likes and what she doesn’t. I adulation that,” Hertzmark Hudis noted, adding, “She’s got an infectious personality that comes across…in her writing and her take on things. I felt that she was the right person for us.”
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The 28-year-old creator of the popular Cupcakes and Cashmere blog has signed on to be Estée Lauder’s social media and agenda guest editor starting Monday. In the new role, Schuman will provide posts for esteelauder.com in a section of the Web site dedicated to her and be featured on Facebook, Twitter and YouTube in means meant to stay true to the very personal formula that’s her signature at Cupcakes and Cashmere. Possible topics include Schuman’s favorite products and her upcoming April wedding.