ESTÉE LAUDER AND DFS CREATE BEAUTY DIGITAL FIRST WITH #BEAUTYALLNIGHT CAMPAIGN
MAY 08, 2017 DFS and Estée Lauder are transforming fans into influencers with the launch of the exclusive #BeautyAllNight campaign this May. Inspired by the popularity of online beauty tutorials, DFS partnered with Estée Lauder to create the perfect #BeautyAllNight look whether you stay in or go out. From May 1 – 31, customers can discover the best of beauty at DFS locations worldwide with a DFS exclusive Love of Night set and the launch of latest Pure Color Love lipstick shades.
The campaign creative follows three travelers visiting New York, Venice and Hong Kong as they unpack and apply their beauty travel essentials, snapping selfies and sharing their look on social media. To bring the #BeautyAllNight look to life for fans, followers of DFS’ WeChat channel can place themselves in the campaign and share their #BeautyAllNight look with friends on social media. In a beauty digital first, the dedicated WeChat page leverages facial recognition technology that allows the user to choose whether they would like the “staying in” or “going out” look. Fans can then select products from the DFS exclusive Love of Night set or Pure Color Love lipsticks to virtually try-on and share their #BeautyAllNight selfie on their WeChat Moments.
“Today’s beauty shopper wants to see, test and share her next beauty look before even stepping into the store to purchase. She crowdsources everything, from where she should shop to what are the must-have products, often trusting peer-to-peer recommendations above all else,” said Ariel Gentzbourger, Senior Vice President Beauty, Fragrances and Wellbeing. “We’re proud to partner with Estée Lauder to harness the power of the social network and deliver this beauty digital first on WeChat with our #BeautyAllNight campaign. 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.”
To build excitement in store, DFS kicked off the campaign with an event at T Galleria Beauty by DFS, Causeway Bay in Hong Kong on May 4. The event centered around a #BeautyAllNight pop-up featuring an interactive photo booth, a skincare animation featuring the Advanced Night Repair Collection and a “Wall of Kisses” highlighting the latest Pure Color Love lipstick shades. In addition to Hong Kong, customers can discover dedicated #BeautyAllNight pop-ups at T Galleria by DFS, Hawaii and T Galleria by DFS, Macau, Studio City.
Throughout the campaign, customers can enjoy 30 percent savings versus individual purchase when they buy the DFS exclusive Love of Night set featuring fan favorites including Advanced Night Repair (50ml), Advanced Night Repair Eye Gel (15ml), Advanced Night Repair Eye Serum (15ml), Advanced Night Repair 7ml Deluxe Sample, Resilience Lift Night Cream 5ml Deluxe Sample and Re-Nutriv Ultimate Lift Age-Correcting Eye Cream 5ml Deluxe Sample.
Discover the #BeautyAllNight campaign and DFS exclusive Love of Night set at the below locations: