Estée Lauder is promoting its new Advanced Night Repair Synchronized Multi-Recovery Complex product in an unexpected way: video games. The beauty brand created its own gaming microsite, called Anrcade, where users can play a variety of intergalactic games to win “youth generating power points”. There are four games total—each designed in a different style—that give players a chance to learn about the new brand product. For example, “Serum Quest” lets users collect golden drops, while “Repair Racer” challenges players to direct a moving ball around fast-approaching obstacles. At the end of each game users can read about the new Advanced Night Repair Serum and shop the brand’s products. By linking each game product to the Estée Lauder website, the brand could strengthen ecommerce sales. To further its reach, Estée Lauder is releasing its web games internationally, with different countries offering incentives to players, such as free samples or shopping discounts.
Promoting the games across the globe not only helps Estée Lauder reach wider audiences, but also allows it to work with unique channels in different countries. For example, Anrcade runs on China’s WeChat app, so users can play the games and shop without having to change platforms. By using WeChat, Estée Lauder could engage a new realm of consumers and enhance the offline shopping experience, according to a Gartner report on the topic. Given that the popularity of video games has increased during the Coronavirus pandemic, Estée Lauder’s beauty-branded games could appeal to an active set of consumers searching for entertainment from home. The experiential innovation is the beauty brand’s latest digital initiative, having last month become one of the first brands to test out Snapchat’s profile pages. The creation of a video game series follows in the footsteps of other international brands connecting with gamers to promote new products, including Burberry, which launched a surfing-themed game in July to advertise its new summer collection.
Estée Lauder is combining game play with product education in an innovative entertainment model that could help it virtually connect with a burgeoning consumer audience.