LVMH-owned travel retailer DFS has teamed up with Estée Lauder to transform fans into influencers with an omnichannel initiative, the #BeautyAllNight campaign, which brings together in-store activations with digital touchpoints via Chinese messaging platform WeChat. Beauty marketers have embraced technology-enabled efforts to enhance traditional counter trials and experiences with great success.
DFS and Estée Lauder were inspired by the popularity of online beauty tutorials. To bring the concept in-store DFS is leveraging the abilities of its WeChat to enhance consumer interaction with the #BeautyAllNight concept.
The campaign follows three travelers visiting New York, Venice, Italy, and Hong Kong. The friends are shown unpacking, applying travel beauty essentials, and snapping selfies to share on social media. As a travel-based retailer, it is important for DFS to keep this authentic connection because consumers often come across its storefronts in airport terminals.
In a digital beauty first, according to the brands, #BeautyAllNight uses WeChat’s facial recognition technology to apply a “staying in” or “going out” Estée Lauder beauty look on users’ faces. Once a look is selected, she can pick Estée Lauder products to virtually try on. Consumers can choose from the DFS-exclusive Love of Night set or Pure Color Love lipsticks. The completed virtual try-on selfie can be shared on WeChat Moments.
“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 at DFS, in a statement. “She crowdsources everything, from where she should stop to what are the must-have products, often trusting peer-to-peer recommendations above all else.
“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,” she said. “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.”
Aside from its digital efforts, DFS locations will hold dedicated #BeautyAllNight pop-ups at T Galleria by DFS locations in Hong Kong, Hawaii and Macau. Campaign activations will also be found at T Fondaco dei Tedeschi by DFS in Venice, Italy and DFS in Los Angeles.
Estée Lauder’s exclusive Love of Night set, featuring its most popular skincare products from the Advanced Night Repair line, will be available at a 30 percent discount for the extent of the month-long campaign at DFS.
