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a pink perspective on being gen y

Your Social Media Close-Up & Estee Lauder

esteeI saw this via twitter and I thought was worth sharing.

The venerable Estee Lauder cosmetics brand has found a seemingly natural way to connect with social media: offering free makeovers and photo shoots at its department-store cosmetics counters coast-to-coast to produce shots women can use for their online profiles. – AdAge

The promotion will start in New York Bloomingdale’s October 16th and expand into Macy’s and Saks in other cities.

The gift that the brand hopes will keep on giving is that the profile photos include the Estee Lauder logo in the background, which, assuming they aren’t Photoshopped into oblivion, could give the brand lasting presence on Facebook beyond its own 27,000-member plus fan page. The promotion is being plugged on that page, as well as on Estee Lauder’s website, and the company is also using PR to spread the word. – AdAge

I am entrenched in the marketing and social media world so "new" ideas always appeal to me. What do you think of this idea? Do you think you’d act on this offer? I’ve never used Estee Lauder, but it sounds fun to me.

More info: Estee Lauder Facebook Fan Page

  • Have you seen AdAge columnist Kunur Patel's review on the Estee Lauder Glammed up makeover/social media photoshoot?

    She has some great insights into the process and her reactions:
    http://adage.com/article?article_id=139749
  • Jen
    Very cool idea! I never go to those makeup counters but I would definitely think about it. Of course, they have to put their logo on the picture...but I still think it's super creative. I think it's very cool how people are taking advantage of social networking for advertising...just don't fill my Twitter feed with advertisements...
  • jenniewhite
    This is a fabulous idea. Gen Y isn't receptive to traditional marketing campaigns; television, radio, pop up Internet advertisements just don't cut it. Estee Lauder is on the frontier of a new campaign technique and you know what? I think they've figured out how to reach Gen Y.
  • This is a great post.. Very informative... I can see that you put a lot of hard work on your every post that's why I think I'd come here more often. Keep it up! By the way, you can also drop by my blogs. They're about Vegetable Gardening and Composting. I'm sure you'd find my blogs helpful too.
  • Although I won't be taking them up on the offer (I'm not exactly the target audience), I think it's a great way to connect, sample product, and create brand evangelists (I'm sure E.L. will see cash registers ring as well for many taking them up on this offer).
  • Awesome! Thanks for sharing!
  • Genius. I read about it too. It does what too many social media campaigns do not do - increases foot traffic to a physical storefront. Other cosmetics companies must be smacking their foreheads... it seems so in line with a company like MAC or Sephora. Surprisingly innovative move from a longtime name in the industry.
  • tiffanymonhollon
    That's awesome! Love the idea. That really is a natural SM tie-in.

    Also, digging this new comment setup.
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