Estée Lauder is presenting the latest color of its “Pure Color Envy Sculpting” lipstick line in an e-boutique with user-generated content and interactive features. The brand is encouraging photo submissions on Instagram, Twitter, and Facebook with the hashtag #LipstickEnvy, and has posted select ones on the Pure Envy site. Additionally, it is featuring movies with a storyline around a fictional character wearing various colors of the lipstick and asking viewers to choose from two finale options.
Our Intelligence Report: Instagram made in partnership with Olapic, finds putting user-generated photos at the point of sale increases conversion by 7%. Brands such as Starwood Hotels and West Elm have shortened the path from Instagram posts to purchase by placing them near items in the digital catalogue. In the second half of 2013, Beauty had the most growth of all categories (Watches & Jewelry, Fashion, Specialty Retail, Hospitality) and the second highest engagement rate after Watches & Jewelry. Moves like Estée Lauder’s can translate that consumer enthusiasm to sales.