Unlocking the Power of Estée Lauder’s Beauty All Night Campaign
Nicole Nyamukunda
The beauty all night campaign is about Estée lauder's advanced night repair serum and how it works wonders to keep your skin radiant looking and fresh . The campaign highlights the effectiveness of the products and its use in our daily lives , promoting self confidence that you can still look snatched even after an all nighter or night out . We are going to look in to what the beauty all night campaign did to succeed and how it did it .
Estée Lauder x Vogue
Estée Lauder collaborated with Vogue magazine in execution of the beauty all night campaign . Vogue is a magazine that covers fashion , beauty , celebrity style , culture and fashion week updates . It has 10.8m print readers and 12m digital users . Vogue has 57m followers across Instagram , Facebook , Twitter and Youtube and it also has 145m video views . Estée Lauder choose to work with Vogue because of its larger following and because vogue embodies class , elegance and prestige .
Vogue's sophistication blended in with Estée Lauder's elegance in promoting the advanced night repair serum in the following ways :
- Content Collab with Vogue . A collab with Vogue allowed Estée lauder to position itself as a luxury brand because Vogue is recognized to be leading in fashion and lifestyle and because of this Estée Lauder's also reached individuals that were into fashion and lifestyle not just beauty enthusiasts . This partnership made people view Estée Lauder as a trustworthy and credible company . Vogue helped Estée Lauder tell its story to the public about their Advanced night repair serum through high-end quality content such as articles and video content . The up all night video that featured Zoey Deutch and Jay Ellis did not only highlight the product on its own but it created a sense of relatability to the product . As Vogue already had a large digital presence it proved to increase Estée lauder's reach globally and expanding its market .
- Influencer and celebrity partnerships . These partnerships assist in brand visibility and credibility , expand in reach and to create authentic connections with the targeted audiences . Zoey Deutch and Jay Ellis were picked to be the celebrities for this campaign , this is because they had a targeted audience that they wanted to get to . Both Zoey and Jay have an audience that Estée Lauder was looking for which is younger professionals that is the millennials and gen z . They wanted to show this audience that even after a stressful night and leading a busy lifestyle you can still look fresh and radiant . Also by including Jay they wanted a gender-inclusive audience to make their product not only to appeal to females but to appeal males too . Estée Lauder used Jay and Zoey to draw in attention and create connections because of the celebrity status that these two hold . This played a significant part in enhancing relatability to the brand , expanding reach to female and male audiences as well as young professionals and by creating a social media buzz through these two celebs
- Social Media engagement . Instagram , Youtube and wechat was used to market the advanced night repair serum . They chose these platforms because they would have a wider reach , real-time interactions and influencer collaborations, content versality and trend intergration . Instagram allowed Estée to reach younger audiences with compelling interactive content where influencers created trends and shared their routines intergrating the use of the product . Youtube was used for more detailed tutorials with the aim of having deeper engagement with beauty enthusiasts and more learning about the product itself. Wechat provided a fun technology that would allow users to virtually try on products . Social media expanded Estée Lauder's market globally and reached different demographics , it also allowed the fan to interact with the brand and have fun while doing it .
Here's how you can apply these strategies to your own beauty brand .
- Build strategic alliances with other Brands : Well established brands than yours can help you position yourself in the market and they can allow you to reach new audiences that will be interested in your business .
- Find influencers in your niche : Influencers can strategically help you target audiences and they help you prove the authenticity and relatability of your product .
- Utilization of Social media platforms : Social media allows you to reach specific demographic groups depending on the platform you have chosen for example Instagram has a lot of millennials and gen z users . These platforms allow you to create interactive and engaging content that will capture your target market and make them join in the fun .
- Content quality and story telling : Your product should have a story that creates trusts in a customer as well as relatability , make your potential clients relate to your product through the content and the story .
Ready to elevate your beauty brand? Let's collaborate to create tailored marketing strategies that resonate with your audience and bring your vision to life. As a passionate beauty marketing specialist, I'm here to guide you through impactful campaigns that truly stand out. Let's connect and make it happen!
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