"Karolina Orgal is paid media senior manager at cosmetics multinational Estée Lauder Companies in U.K. and Ireland, where she spearheads data-driven marketing strategies. This includes an ongoing partnership with media agency Brainlabs to identify demand for beauty products on Google Shopping.
Modern beauty trends change in an instant — and are more consumer-led than ever before. New brands are flourishing, ingredients have become key search terms, and a YouTube tutorial can create demand overnight.
It’s a thrilling space to be in, but it also means we need to be incredibly agile and responsive. At Estée Lauder Companies, we have a huge advantage: a diverse portfolio of more than 20 brands and a product inventory of thousands. If the demand is there, we have the product to meet it.
But we can’t just act on hype alone. Working with our media agency, Brainlabs, we turned to Google Merchant Centre. Accessing its shopping insights via Comparison Shopping Services to monitor real-time changes in demand, and put our media spend behind winning products."