June 7, 2011, 5:13 PM

Estée Lauder’s new Smashbox brand adds a “Social Shop” to its e-commerce site

The youth-oriented cosmetics retailer uses Facebook’s Likes to guide shopping.

Stefany Moore

Associate Director of Research

Lead Photo

Smashbox Beauty Cosmetics Inc. says it has integrated Facebook into its e-commerce site.

Smashbox, which was acquired by The Estée Lauder Cos. Inc. in July 2010, caters to women between the ages 18 to 35 with cosmetics it sells online and at retail chains such as Macy’s Inc., No. 17 in the Internet Retailer Top 500 Guide, and Sephora USA Inc, No. 116.

Smashbox’s social marketing initiative incorporates a platform from vendor Social Amp Inc. that allows Smashbox to gather Facebook Likes from shoppers and their friends to allow for personalized recommendations.

When shoppers click on the “Social Shop” tab at Smashbox.com, a box pops up asking for their Facebook login information. Then, when customers browse for mascara or foundation, for example, they will be able to click the Like button for particular products. They can also post comments and view what other friends and shoppers say about particular items. And because users have already signed in to Facebook, comments posted on the Smashbox site will also appear on those users’ Facebook pages.

Smashbox’s Social Shop highlights “Most Liked” products, as well as products “My Friends Like.” Smashbox keeps track of shopper’s Likes and is offering one shopper per month who joins the Social Shop and Likes Smashbox on Facebook a chance to win their “Like list” of products.

Social Amp Inc. also worked with apparel brand Levi Strauss & Co., No 351 in Internet Retailer’s Top 500 Guide, last year on a similar concept called the “Friend Store." Its other clients include 1-800-Flowers.com Inc., No. 45 in the Internet Retailer Top 500 Guide, and Discover Card.

In June 2010, Estée Lauder, No. 149 in Internet Retailer’s Top 500 Guide, appointed Beth DiNardo to manage the Smashbox brand. She had previously headed up Estée Lauder’s social and digital media efforts.

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