Estee Lauder is pushing a repair serum by asking women to reveal their nighttime rituals on the Beauty of Night, a website it hopes will unite womankind around routines that are literally shared online, but also shared in real life.
The site asks, "What makes your night beautiful?" and directs women to share a thought, a story, or an image with a woman from another part of the world, "creating an unexpected global connection."
According to the Beauty of Night, potential moments include: "A night out with friends. Twinkling city lights. A kiss at midnight," or, "the quiet, personal time you take for your nightly beauty ritual."
The site also includes a virtual globe that tracks messages and the connections between them.
According to a press release from Trust Collective, an agency that calls itself a "communications collective," the Beauty of Night includes a "vibrant interactive display of a virtual Earth, presenting the worldwide community as bright points of light streaming across the globe, marking the participants and the connection between them."
A Trust representative adds, "Ultimately, the goal is to have dozens of crisscrossing links uniting all women across the globe."
In order to participate, women create a username or sign in with Facebook. They then compose a message that is automatically sent to another person in another part of the world, the rep says.
After a connection is made, participants receive an offer for a Beauty of Night sample or service, the release says.
The site also includes links to Google Translate to ensure all messages are understood, the rep adds.
The rep would not disclose how many participants have created messages to date, but a rough count of All Shares on the site yields about 70 messages in the U.S. as of September 2.
Messages thus far have yielded evening rituals like, "The peacefulness of laying in bed dreaming of happiness, is what makes my nights beautiful," and "A beautiful sunset with the man of my dreams overlooking the Vancouver skyline having a drink of the finest Red wine."
The site is also searchable by My Shares, Most Popular, and Most Recent.
The Beauty of Night launched August 12 and is an ongoing effort.
The site was created to support Advanced Night Repair, a product Estee Lauder calls "a major innovation to help skin maximize its natural nightly renewal" that is "for every woman every night."
Digital and experiential agency Hush created the site.
"The most insightful thing...was that every consumer shared in a nightly ritual with this product, and therefore with the Estee Lauder brand. With this huge insight, we sought to construct a campaign that did something incredibly simple: connect these women and create a global community," says Hush Creative Partner David Schwarz in the Trust blog post. "Once inside 'The Beauty of Night' exchange, they would be able to focus on a simple expression of their relationship to the night and their relationship to Estee Lauder as the engine of their nighttime ritual."
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014