gkv / blog » tonya http://blog.gkv.com gkv's blog on client work, process, etc. Thu, 19 Aug 2010 22:07:19 +0000 http://wordpress.org/?v=2.7 en hourly 1 In Store and In Touch…With Consumers http://blog.gkv.com/disciplines/social-media/in-store-and-in-touch-with-consumers/ http://blog.gkv.com/disciplines/social-media/in-store-and-in-touch-with-consumers/#comments Thu, 05 Nov 2009 22:44:36 +0000 tonya http://blog.gkv.com/?p=1520 tara_compactIn this age of tech-savvy consumers who tend to do most of their shopping online, I was both surprised and delighted to read about Estee Lauder’s new campaign. According to an article in the October issue of Advertising Age, the Estee Lauder brand has found a natural way to connect consumers to social media by using their in-store consultants to provide free consultations, makeovers and a photo shoot at cosmetic counters at department store locations.

As part of this new social media-based campaign, consumers receiving the free in-store consultation/makeover will have their picture professionally taken following the consultation in front of an Estee Lauder-branded background. The photograph will then be sent to them via e-mail (slightly retouched) and consumers can then use the photo for their personal use - such as a profile picture on social networking Web sites. Oh, and as a special bonus, participating consumers also receive a 10-day supply of foundation.

As a female in Estee Lauder’s core target demographic range of, “eh-hem,” 35 to 54 years of age (dare I say my exact age), I personally find it difficult to shop for cosmetics online. Between the seemingly hundreds of different color tones (that all quite honestly look only a shade apart), the chemical composition choices (oily, dry, combination) and the various brands, it is a difficult, and sometimes arduous, process. So, when I heard Estee Lauder was making an effort to rejuvenate face-to-face consultation with its consumer base by offering free product, free consultation and a free professional photo - I was sold.

As a working mom of twins who feels like I’m constantly playing catch-up with social media, I would gladly give up a few hours of my precious time to stop by a department store for a free makeover and professional photograph - especially if I could use the photo as my new profile picture on Facebook, LinkedIn and for my passport.

For as long as I can remember, Estee Lauder, along with many other cosmetic lines, has relied on selling its products in department store locations. As consumers continue to rely on the Internet to make the majority of their purchasing decisions, some brands may be forced to find unique ways to bring the consumer back to in-store locations - and Estee Lauder has done just that.

The Estee Lauder campaign launched on Friday, October 16 and is currently limited to southern California, Miami and Chicago. And if it ever launches in Maryland, believe me, I’ll be the first in line. I’m not too worried if the Estee Lauder logo is in the background of my re-touched photo - maybe my friends from college will think I’m the new spokesperson for Estee Lauder! It would definitely be an improvement on this old 1980s Glamor Shot!

]]> http://blog.gkv.com/disciplines/social-media/in-store-and-in-touch-with-consumers/feed/