Innovation That Matters

Free makeover & online profile photo from Estée Lauder

Fashion & Beauty

With all the online profiles many consumers maintain these days, there’s a greater need than ever for flattering photos. Which is why Estée Lauder is offering customers a free makeover and online photo of the result. Late last month, Estée Lauder offered shoppers at the Carson Pirie Scott store in Orland Park, Illinois, a chance to get a free professional makeup job and photo for use on a social networking page, website or blog. Consumers had only to book an appointment and come into Estée Lauder on Jan. 30; no purchase was necessary. In addition to the makeover and photo—which, it should be noted, included the Estée Lauder logo in the background—participating customers also received a complimentary 10-day supply of foundation. Similar events were held last fall in other Estée Lauder spots around the U.S., beginning with New York’s Bloomingdale’s in October, StyleList reported. More are planned over the next few weeks in select locations in Canada. Combining free love, tryvertising and sympvertising into a palette with unique off=on appeal, Estée Lauder’s effort is one that could be replicated by any beauty-focused enterprise. What can your brand do to help consumers put their best face forward online….? Spotted by: Judy McRae



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