| Title | ESTEE LAUDER'S MISSION KISS |
| Brand | ESTEE LAUDER |
| Product / Service | PURE COLOR LIPS |
| Category | A07. Best Use of Digital Media in Online Advertising |
| Entrant | M2M Hong Kong, HONG KONG |
| Entrant Company: | M2M Hong Kong, HONG KONG |
| Advertising Agency: | NOISELESS DESIGN Hong Kong, HONG KONG |
| Media Agency: | M2M Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Diane Tse | Estee Lauder | Senior Marketing Manager |
| Samantha Lau | Estee Lauder | Senior Marketing Executive |
| Helen Cheung | M2M | Business Director |
| Lawrence Lo | M2M | Digital Director |
| Joanne Coombs | M2M | Digital Manager |
| Chris Lee | Noiseless Design | Creative Director |
| Jonathan Ho | Noiseless Design | Technical Director |
| Deric Wong | OMG | Strategy Planning Director |
Business results • The new Pure Color lipstick over achieved target by 76% (unit) in a month • Pure Color Lip franchise +320% (value) vs. LY same period. Campaign results • In the in-banner judging stage, almost 1,000 women voted for the sexiest celebrities’ lips. • After just 4 weeks, 37,500 women visited the Facebook app, and the number of lip prints donated exceeded forecasts by 4 times, hitting 400 digital lip print donations. • With daring high impact executions, Estee Lauder raised their brand buzz index across Yahoo by more than 50%
We generated desire for luscious lips by asking women to judge for celebrities’ sexiest lips which inspired them to create their own. Through a Facebook app, women experimented different lip colours of their own style to add life to their lips through a Digital lip print. By capturing their kisses (lip-pout) using a webcam and via an event, their lips are enhanced with Estee Lauder’s 35 Pure Color shades. Women then submit their kisses to a gallery where thousands realised the importance of lip colour as part of Asian beauty. To further fulfil the mission of providing life to lips, we partnered with Operation Smile, a charity for children with cleft lips, wherein HK$5 was donated for every lip print submitted. This turned into a social movement where women added their lip prints to their Facebook profile pictures as a badge that started a viral participation through newsfeeds and alerts.
Despite Estee Lauder being a leader in the premium beauty category, it faced stiff competition in the make-up category. To grow market share, we needed to grow product favourability with a younger consumer base of 28+. Our challenge was that Estee Lauder was perceived for more mature women and did not resonate with young women in HK. We needed to re position Estee Lauder in their minds. Culturally, HK women are into fair skin and simple beauty. Their personality is translated through their sense of style. Lip color is essential in creating different looks that gives life to their style. What Lip color they wear says a lot about their persona. We repositioned Estee Lauder’s Pure Color lipstick range with “Mission Kiss” aimed to provide life to their lips through 35 new colour shades. We wanted women to realise the essential importance of lip colour as part of Asian beauty.