Selfies are the basis for the #BeautyAllNight campaign launched by luxury travel retail group DFS and French beauty brand Estee Lauder.
Running at DFS locations worldwide until the end of the month, the campaign was inspired by online beauty tutorials. It features a DFS-exclusive Love of Night set, and marks the launch of the latest Pure Color Love lipstick shades.
Central to the campaign is a video that follows three travellers as they visit Hong Kong, New York and Venice, unpacking and applying their beauty travel essentials en route, taking selfies and sharing their look on social media. Followers of the DFS WeChat channel can place themselves in the campaign and share their #BeautyAllNight look on social media.
In a beauty digital first, the WeChat page uses facial-recognition technology that lets users choose between a “staying in” and “going out” look. They can also choose products to try on virtually and selfies.
“Today’s beauty shopper wants to see, test and share her next beauty look before even stepping into the store to purchase,” says DFS senior VP Ariel Gentzbourger. “She crowdsources everything, from where she should shop to the must-have products, often trusting peer-to-peer recommendations above all else.”
To launch the campaign, an event at T Galleria Beauty by DFS, Causeway Bay featured a #BeautyAllNight pop-up with an interactive photo booth, a skincare animation and a “Wall of Kisses” highlighting lipstick shades. A similar pop-up was unveiled at T Galleria by DFS, Macau, Studio City.
