Beauty Inc’s Digital Power Posse Includes Two Execs from The Estée Lauder Companies

Company Feature, Feb 23, 2017

February 23, 2017 — As the technological revolution continues to fundamentally change the beauty industry, WWD Beauty Inc compiled a list of Beauty’s Digital Power Posse – 32 digital gurus who are leading the way - including Chetna Khemka, Vice President, Omnichannel, ELC Online, and Heather Park, Executive Director, Global Consumer Engagement, Origins. Touted as Beauty Inc's Most Plugged-In Execs, Chetna (below left) and Heather (below right) are honored alongside representatives from established and emerging companies who have “the entrepreneurial drive to create the future.” In the article, each executive shares a few thoughts on upcoming technologies that have potential to significantly impact beauty.

Chetna Khemka has been leading ELC’s Omnichannel efforts since 2014, when she joined The Estée Lauder Companies after 10+ years in consulting, and with experience as an apparel and retail entrepreneur in India. She adheres to CEO Fabrizio Freda’s concept of “reverse engineering,” starting with the business objective and then identifying the right digital enablers. “I like to think of digital in the context of the entire consumer journey — from attract to transact,” says Chetna. She is intrigued by the potential of Artificial Intelligence: “I predict Alexa will make purchase decisions for us. We will tell her that we want a ‘bright red lipstick’ and she will place an order based on all the information she has on our makeup preferences and past purchases.”

“Chetna is a visionary leader who knows consumers are at the center of the retail journey, as she continues to refine how to help them make the best personal connection with our brands.” said Dennis McEniry, President, ELC Online. “She plays an invaluable role in bringing our online capabilities into our retail presence to provide shoppers with a seamless experience across multiple channels.”

Heather Park rejoined The Estée Lauder Companies in September 2016 (having worked earlier in her career for MAC) — after digital and consumer engagement roles with KENDO Brands and NARS — to develop Origins’ digital, social and CRM strategies and programs to attract new consumers, elevate engagement and deepen relationships with existing consumers. Heather says she loves working in digital because “despite all the apps, platforms, devices, technology – the basic elements of human behavior never really change. They are just enhanced and amplified by the digital.” Heather is keeping her eye on virtual reality and how it will impact virtual shopping: “Beauty is uniquely positioned to be a great industry for this, provided the quality of the experience is trusted.”

“Heather is a digital innovator who is playing an important strategic role in elevating our consumer engagement while strengthening our brand identity,” says Julie Van Ongevalle, SVP, Global General Manager, Origins. “Her knowledge and command of all things digital/social combined with her passion for our brand are vital to our global success.”

Read more about the digital revolution taking place at The Estée Lauder Companies.