Estée Lauder Launches 1st Online Campaign

As part of the marketing push, which also includes a TV campaign, Estée Lauder will launch an interactive website devoted to information about the new product and the rest of its Advanced Night Repair line. The site allows women to post their own testimonials about the products for others to read, an important feature for a business where word-of-mouth buzz always has been part of the marketing mix.

Known as a traditional company who favored print ads, Estée Lauder recognized that attitudes have begun to change in the past year or so as an increasing number of consumers go online to research and buy cosmetics. Marjorie Lau, vice president of Estée Lauder Marketing North America says “It used to be much easier to reach the consumer, and print ads were the standard.” She also says “Today, consumers are more savvy, more involved and do a lot of research online.”

The new campaign also includes ads on fashion and beauty websites, as well as beauty and lifestyle blogs. The company is also advertising on news sites, often used by women for health information.

Tags: online advertising