about “The Beauty of Night”
While firmly established as one of the world’s largest and well-known beauty brands, Estée Lauder struggled to generate attention for their digital initiatives. Working with the Estée Lauder team, TRUST created a PR strategy designed to help launch online beauty social network “The Beauty of Night” and position the venerable brand as a innovator in the digital space. The sharp and incandescent experience, created by design agency HUSH, serves as a launch pad for Estée Lauder’s new Advanced Night Repair Synchronized Recovery Complex II serum.
TRUST collaborated closely with Estée Lauder’s team to write a release promoting “The Beauty of Night” and Advanced Night Repair Serum while building excitement for future digital campaigns from the brand. TRUST then curated a targeted list of advertising, technology, business, and design publications, giving them exclusive previews of “The Beauty of Night” site before the wider launch. Leveraging marketing personnel, TRUST approached key publications for exclusive interviews with Estée Lauder’s SVP of Global Marketing, Charisse Ford, using each opportunity to re-enforce the Estée Lauder’s digitally-focused brand messaging.
“The Beauty of Night” Project Release
“The Beauty of Night” connected with all the right publications, resulting in interviews and features within the advertising, design, beauty, and business spaces. These successes helped spread product awareness to a young, tech-oriented audience normally outside of the beauty space, but also provided a stepping stone to Estée Lauder’s future digital initiatives.