THE WHAT? Estée Lauder has aligned with the gaming world to promote its Advanced Night Repair Synchronized Multi-Recovery Complex, launching several web-based video games on its ANRcade microsite, according to AdAge.com. 

THE DETAILS Games include Beauty Bounce and Repair Racer, with each having a different style of play, giving more information about the products. 

Accessed via Estée Lauder’s website and social channels, the games can be played inside other apps such as WeChat and Tmall, while different countries can customize the games in order to offer free samples or incentives, therefore giving Lauder a way to support various merchants. 

THE WHY? The beauty brand is stepping up its engagement with a younger audience with the promotion, with gaming also increasing in popularity amongst all age groups due to lockdown measures implemented during the COVID-19 pandemic. 

With video game players set to grow to more than 3 billion by 2023, according to Newzoo research, it’s a cross-industry collaboration being increasingly embraced by the beauty and fashion world, such as luxury brands Burberry and Givenchy.