For their first product targeting 20-somethings, the new Skin Renewal Serum, Estée Lauder’s Origins skincare is rolling out a global digital campaign developed by their own Millennial employees. The #QuarterLifeCrisis push includes social media promotion, and an app that provides skincare information, product giveaways, and interactive photo features. Vloggers Jen Chae and Tanya Burr will also be promoting the product, and Origins has partnered with BuzzFeed to create Quarter Life Crisis native content. The brand hopes the approach will show that they are not just “your mother’s brand anymore”. (Digiday)
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