Estee Lauder Yourself →
Estee Lauder cosmetics is offering free photoshoots for the ladies for pics they can use on their Facebook pages. Awesome idea. This is essentially the same idea as all those other apps that let you upload a picture and alter it in some way, e.g. Elf Yourself, Yearbook Yourself, and (ahem) Rockstarizer. But it is vitally different in some key ways. Firstly, it doesn’t exist purely for frivolity- it is extremely relevant to its core audience and packs quite an incentive. And secondly, it’s main purpose isn’t just general branding (though that will happen too), but getting consumers to try the product and get in direct contact with reps, leading to sales. Nicely done.
Now if only Shake Shack could do a Feed Yourself promotion so I could see what I’d look like with a nice, free Double Shack Stack in my belly…
-> pretty smart. Gets the women in the store & to the point of purchase. Not 2 mention making the women feel lovely. As they already should… because lets be honest. Women are lovely!
