Think back to a piece of branded content that you enjoyed and found helpful. Chances are, it was created by influencers or consumers just like you. Today, authenticity is a must-have ingredient in delivering content that resonate with consumers. As the #1 prestige beauty company with $11.3B in revenue across 25+ brands and 150+ countries, Estée Lauder Companies face the challenge of optimizing its global presence while producing locally relevant content. ELC’s ability to create authentic, quality content at scale lies in the power of its consumers.