Estée Lauder connects women around the world through digital

Estée Lauder: The Beauty of Night site encourages women to discuss their nightly skin-care regimes
Estée Lauder: The Beauty of Night site encourages women to discuss their nightly skin-care regimes

Estée Lauder has launched a social campaign that encourages women to share messages about their night-time rituals to promote the luxury beauty company's Advanced Night Repair serum.

The "Beauty of Night" site, created by design agency Hush, aims to unite women through their shared night-time beauty regimes by exchanging the personal messages they send to other women from different parts of the world.

Once a connection has been made between two messages, a light stream will visualize the connection via a virtual globe featured on the site and the pair will receive a special offer for a night repair sample.

The site can be accessed via either a desktop or a mobile on the dedicated site www.thebeautyofnight.com and uses real-time translation service to translate the messages.

Meryl Truffelman Macune, the vice president of digital marketing at Estée Lauder, said: "Women around the world love and talk passionately about Advanced Night Repair, so we created a digital experience that harnesses this conversation and creates new global connections around night-time beauty rituals."

David Schwarz was the creative partner on the campaign, Jesse Bulger was the art director and Jodi Terwilliger was the creative director.

David Schwarz, the creative partner at Hush, said the agency used the insight that every consumer who used Estée Lauder’s night-time serum shared in a nightly ritual with the product and the brand.

He said: "With this huge insight, we sought to construct a campaign that did something incredibly simple: connect these women and create a global community."

The site launched earlier this month and the offer will run until 26 September.

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