Cosmetics brand Estée Lauder has proven to know its modern consumer quite well. It is offering free makeovers and professional photo shoots in department-stores across the United States’ coastline to create shots women can use as profile pictures for their online profiles. The advertising campaign kicks off next Friday at Bloomingdale’s in New York. Quite unconventional for the prestigious cosmetics industry is the fact that no purchase is required for these gifts. Off course, the brand hopes to receive long-lasting presence on social network sites like Facebook since the profile pictures will include the Estée Lauder logo in the background. The strategy proves to be smart in more than one way. Younger women love this kind of opportunity to experiment with high quality make up and a promotion like this one helps the brand settle in with a younger audience. At the same time however, it also gives the prototypical middle-aged consumer the incentive to be more engaged in the social media and to maybe set up an internet profile herself. It seems to me that the connection with social media can be very valuable to the cosmetics industry, which must have been hit hard by the recession, and that it can give their business a significant boost.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment