Written by Thilde Vesterby
The cosmetics brand Estee Lauder will soon be offering American women free makeovers and beauty shots to use as a profile picture on their social media profiles or websites. The photos include Estee Lauder’s logo in the background, so that the logo can be seen every time a woman puts her makeover photo on a social media profile – and Estee Lauder will even help you get the picture online, if you wish.
The promotion kicks off at Macy’s on October 9th and according to Estee Lauder the campaign is aimed at younger woman as well as older women who are beginning to embrace social media.
I can’t decide if I think the campaign is brilliant or silly. From a traditional marketeer’s point of view it’s a pretty good idea as it gets the logo (next to a beautifully makeovered woman) out on numerous profiles, but the campaign misses the possibility of dialogue between brand and user that the social networks offer. And if I was to get the makeover, the shot and the Estee Lauder goody bag(!) (and let’s face it – I probably would), I would most certainly photoshop the logo out of the photo if I decided to put it on Twitter or Facebook….
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