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Lancôme's Big Push with Preen.Me

March 31, 2014

Digital campaign launches Visionnaire [1 Minute Blur].

Preen.Me and Lancôme today will kick off a multi-faceted digital campaign called the #photoperfectskin Selfie Challenge, which aims to “reset the standard for powerful social media skin care marketing.” The program is designed to coincide with the launch of Lancôme's newest skincare launch, Visionnaire [1 Minute Blur], billed as a “skin finisher" that visibly blurs imperfections instantly.

The campaign will delve into the challenging terrain of visually demonstrating the instant benefits for a skin care product in the digital space, according to Lancôme.

Because the product creates such an impactful visual effect, it lends itself to a compelling user experience that is translatable online and in social media, said Lancôme.

"After the success of our initial Fall 2013 program with Artliner 24H, we turned to the Preen.Me team once again to help initiate a program for Visionnaire [1 Minute Blur], a true "first" in the skincare category," notes Alessio Rossi, VP, interactive marketing and e-business at Lancôme USA. "We know their community loves color and beauty. We've seen the quality of the looks they share. This time, we want to see how they create a flawless finish, with smooth, perfectly matte skin as the foundation for the beauty looks. We're excited to see how the community illustrates this challenge."

With the ability to reach more than 60 million beauty addicts monthly, Preen.Me has a proven track record for creating targeted, yet highly visible opportunities for partner content, sparking engagement, stickiness and increasing intent to purchase.

The campaign integrates influencer sampling, highly curated user generated content featuring skin care, and Lancome interactive educational assets—all fueled with a massive engagement push across all Preen.Me social media distribution channels, according to the company.

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