Best Retail Integrated Ad Campaign

Estée Lauder women are influencers. It's in their nature to trend spot and share opinions.Estée Lauder required that their online content was more than viral - it had to be valuable. That's why the brand had mostly hung their digital hat on function over fun - be it makeup widgets or promotional Facebook tabs. With the launch of its new Pure Color line (developed with Estée Lauder creative makeup director, Tom Pecheux) they had valuable online content with cache. Estée Lauder had launched new lines with VOGUE before (for example: Advanced Night Repair). Now the lauded title was re-launching Vogue.com in September 2010, just in time for NY Fashion Week. A partnership could launch simultaneously to leverage the momentum, position Estée Lauder as an ahead-of-the-trends cosmetic collection, and appeal to an international audience.

Contributors:

CONDE NAST STUDIO

Location: USA