Estée Lauder and travel retailer DFS have joined forces to launch the #BeautyAllNight campaign, which allows consumers to become interactively involved with the brands through the WeChat social media channel.

Turning ‘fans into influencers’, DFS has been inspired by the boom in popularity for online beauty tutorials, with the campaign running the month of May and coinciding with the launch of latest Pure Color Love lipstick shades and a DFS exclusive Love of Night set, with the event kicking off in Hong Kong. 

Consumers can follow the creative, which follows three travellers who visit New York, Venice and Hong Kong and share selfies and apply beauty products, with fans being able to interact via WeChat, with the hashtag #BeautyAllNight.

In a first, WeChat has created a facial recognition technology to allow users to virtually try on products from the lipstick or Love of Night set launch and share on WeChat Moments.

Ariel Gentzbourger, Senior Vice President Beauty, Fragrances and Wellbeing, DFS, said, “We’re proud to partner with Estée Lauder to harness the power of the social network and deliver this beauty digital first on WeChat with our #BeautyAllNight campaign. We’re confident that through this innovative online approach we’ll drive awareness and engagement of these beauty essentials in store with the growing millennial segment.”

She continued, “Today’s beauty shopper wants to see, test and share her next beauty look before even stepping into the store to purchase. She crowdsources everything, from where she should shop to what are the must-have products, often trusting peer-to-peer recommendations above all else,”

Consumers will also receive 30 percent off Love of Night set throughout the promotion period.