#BeautyAllNight: DFS and Estée Lauder partner for major worldwide beauty campaign inspired by online tutorials : Moodie Davitt Report

INTERNATIONAL. DFS and Estée Lauder have partnered for a major beauty campaign across a number of the travel retailer’s global stores.

The #BeautyAllNight campaign, which runs throughout May, is inspired by the growing popularity of online beauty tutorials. It encourages customers to create the “perfect look” whether they are staying in or going out, the companies said.

A DFS exclusive Love of Night set and new Pure Color Love lipstick shades have been launched as part of the campaign.

An interactive photo booth features at a pop-up at T Galleria Beauty by DFS in Hong Kong

The #BeautyAllNight creative follows three travellers visiting New York, Venice and Hong Kong as they unpack and apply their beauty travel essentials, snap selfies and share their look on social media.

Followers of DFS’ WeChat channel can participate in the campaign and share their #BeautyAllNight look with friends on social media. In what the partners say is a beauty digital first, a dedicated WeChat page leverages facial recognition technology that allows the user to choose whether they would like the ‘staying in’ or ‘going out’ look (see videos below). They can then select products from the DFS exclusive Love of Night set or Pure Color Love lipsticks to virtually try-on and share their #BeautyAllNight selfie on their WeChat Moments.

“Today’s beauty shopper wants to see, test and share her next beauty look before even stepping into the store to purchase,” explained DFS Senior Vice President Beauty, Fragrances and Wellbeing Ariel Gentzbourger. “She crowdsources everything, from where she should shop to what are the must-have products, often trusting peer-to-peer recommendations above all else.

“We’re proud to partner with Estée Lauder to harness the power of the social network and deliver this beauty digital first on WeChat with our #BeautyAllNight campaign. We’re confident that through this innovative online approach we’ll drive awareness and engagement of these beauty essentials in store with the growing Millennial segment.”

A campaign launch event was held at T Galleria Beauty by DFS in Hong Kong on 4 May

To build excitement in-store, DFS launched the campaign with an event at T Galleria Beauty by DFS, Causeway Bay in Hong Kong on 4 May. A #BeautyAllNight pop-up there features an interactive photo booth, a skincare animation with the Advanced Night Repair Collection and a ‘Wall of Kisses’ highlighting the new Pure Color Love lipstick shades.

Other #BeautyAllNight pop-ups have also been installed at T Galleria by DFS, Hawaii and T Galleria by DFS, Macau, Studio City.

A ‘Wall of Kisses’ at the pop-up highlights the new Pure Color Love lipstick shades

Throughout the campaign, customers can enjoy -30% savings compared to individual purchase when they buy the DFS exclusive Love of Night set. It contains the following: Advanced Night Repair (50ml), Advanced Night Repair Eye Gel (15ml), Advanced Night Repair Eye Serum (15ml), Advanced Night Repair 7ml Deluxe Sample, Resilience Lift Night Cream 5ml Deluxe Sample, and Re-Nutriv Ultimate Lift Age-Correcting Eye Cream 5ml Deluxe Sample.