Are you ready for your social media close-up? Estee Lauder is hoping that you are as they undertake a unique marketing plan. Hoping to use the fact that the majority of hardcore social media users are women to their advantage, the make-up brand is offering women free makeovers and photos to use as their social media icons and avatars.
The makeovers and pictures will be done at department store cosmetic counters throughout the country. Pictures will be turned into electronic images – with the Estee Lauder image in the background – that the women can then use as their profile photos for Facebook, Twitter or LinkedIn.
The promotion will be available at Bloomingdale’s, Macy’s and Saks stores in New York, Los Angeles, Miami and Chicago and includes a free 10-day supply of foundation. A company spokesperson told AdAge that Estee Lauder hopes the promotion will “contemporize the brand for younger women while recognizing that somewhat older women have rapidly embraced social media, too.”