As part of a marketing push that will include a TV campaign, Estée Lauder is promoting its Advanced Night Repair Concentrate anti-aging treatment with a Web Site that allows women to post their
own testimonials about the products. Word-of-mouth buzz always has been part of the marketing mix in cosmetics, but the industry hasn't been as aggressive as some in embracing the Web. Cosmetics
makers and retailers have long believed that shoppers preferred to sample new products before buying them and needed a trained consultant at a sales counter to tell them what was best for their
particular skin. That's changing. "Today, consumers are more savvy, more involved and do a lot of research online," says Marjorie Lau, vp of Estée Lauder Marketing North America. The typical user
of Estée Lauder products is in her 40s, but the company hopes to attract younger consumers. The new campaign includes ads on fashion and beauty Web sites, as well as beauty and lifestyle blogs.
It will also sponsor a site on MSN.com dubbed "Night Spa" that offers relaxation tips. A TV campaign and a national mall tour--with a mobile "night ritual" lounge stationed at high-traffic shopping
areas--are part of the marketing effort.
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