Estée Lauder’s latest campaign is a beauty digital first
Capitalizing on the popularity of online beauty tutorials, DFS—a Hong Kong based travel retailer of luxury products—and Estée Lauder just launched an exclusive #BeautyAllNight campaign that provides consumers with the opportunity to discover the perfect look before even making a purchase.
The creative, month-long campaign follows three social media-hungry travelers in New York, Venice and Hong Kong, where they are seen applying various beauty products, taking selfies and sharing their look on social platforms. The DFS WeChat channel is the nucleus of the #BeautyAllNight movement.
A beauty digital first, the WeChat page utilizes innovative facial recognition technology. “Today’s beauty shopper wants to see, test and share her next beauty look before even stepping into the store to purchase,” said Ariel Gentzbourger, Senior Vice President Beauty, Fragrances and Wellbeing.
"She crowdsources everything, from where she should shop to what are the must-have products, often trusting peer-to-peer recommendations above all else. We’re confident that through this innovative online approach we’ll drive awareness and engagement of these beauty essentials in store with the growing millennial segment,” she continued.
This is no doubt a strategic move for Estée Lauder considering sales from brands like Warpaint are on the rise, thanks to the millennials flexing their wallets in the beauty retail market. Further supporting Gentzbourger's statement, other brick and mortar stores are testing the experiential waters. Sephora launched highly digitized stores in New York and France back in March and last October, Charlotte Tilbury added a facial recognition "magic mirror" to its Westfield store to engage consumers and boost sales.
The campaign kicked off with an event at T Galleria Beauty by DFS in Hong Kong, which included an interactive photo booth, “Wall of Kisses” and a skincare animation incorporating the Advanced Night Repair Collection. The #BeautyAllNight campaign runs through May 31 at various DFS stores in Hong Kong, Macau, Hawaii and Los Angeles.
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