Estée Lauder and DFS launch #beautyallnight WeChat campaign

Social concept​

The pair announced how #beautyallnight aims to transform “fans into influencers”​ through its exclusive online campaign that explores the day-to-night beauty trend by helping users build an ideal beauty look.

Running from 1-31 May 2017, the campaign supports the luxury brand’s latest product launches, which include its Love of Night set and Pure Color Love lipsticks.

Building on the popular trends of around-the-clock beauty for the busy cosmetics lover, the marketing concept focuses on three travellers visiting Venice, New York and Hong Kong as they reveal and unpack their beauty essentials.

“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 of Beauty, Fragrances and Wellbeing, DFS Group.  

“She crowdsources everything, from where she should shop to what are the must-have products, often trusting peer-to-peer recommendations above all else,”​ Gentzbourger added.

Digital first​

To directly target the Millennial audience, the campaign shows shots of the travellers taking selfies before uploading their beauty applications to social media.

WeChat, the selected Chinese social media application, developed by Tencent, enables followers of DFS’ WeChat channels to share their #beautyallnight routines.

Hailed as a “digital first”​ by the partnership, the specific WeChat page uses innovative facial recognition technology to allow users to choose whether they would like the ‘staying in’ or ‘going out’ look. Once selected, followers can virtually try-on DFS’ exclusive Love of Night set or range of Pure Color Love lipsticks.

To support the digital launch of its campaign, DFS devised an in-store event at T Galleria Beauty in Hong Kong on 4th May. Utilising a pop-up stand, the brick-and-mortar event adopted a popular marketing strategy that aims to appeal to both existing customers and those target demographics that use social media regularly.

Getting involved ​

Interactivity and customisation were key elements of the launch, as the pop-up stand featured an interactive photo booth, a skincare animation featuring the Advanced Night Repair Collection and a Wall of Kisses that showed the variety of lip shades available. Pop-up stands have also been set up in Hawaii and Macau to strengthen the campaign.

Describing the duo’s efforts to utilise social media network as a “beauty digital first”​, Gentzbourger went on to say how DFS is “confident that through this innovative online approach we’ll drive awareness and engagement of these beauty essentials in store with the growing Millennial segment”​.