Beauty brand Estée Lauder has redesigned its website, adding tools and content in an attempt to match the service experience customers get from one of its department store counters.

It perfectly demonstrates how manufacturers are becoming more sophisticated in their use of the web, positioning themselves ahead of their retail partners when it comes to where a consumer interested in the brand would head first. Estée Lauder has put usage tips on product pages, added a skincare finder tool and a new interactive version of its iMatch foundation tool, as well as demonstration videos. Navigation has also been improved.

A spokesperson for the beauty brand said that it has been designed to give product advice and support wherever customers end up choosing to shop.

The Flash-heavy site might not be to everyone’s liking, but it certainly does justice to Estée Lauder’s premium brand messaging and looks every bit as slick as you’d expect.