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By John Glenday | Reporter

Estée Lauder

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Perfume article

October 13, 2021 | 2 min read

Estee Lauder is asking Snapchatters not to turn their noses up at perfumes they can’t smell by utilizing gyroscopic augmented reality (AR) filters that emphasize its packaging instead.

The makeup brand has chosen four scents from its autumn fragrance collection for the treatment, devising immersive experiences built around Tender Light, Sensuous Stars, Dream Dusk and Infinite Sky, where consumers swipe up to buy.

Instead of daubing a sample on your wrist for a hesitant sniff, customers will be treated to a description of each fragrance, inviting potential purchasers to imagine the olfactory qualities and supposed mood-enhancing properties of each scent.

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Switching the filter on sees the four bottles magically materialize in front of you, inviting potential purchasers to pick their desired bottle. Dream Dusk for instance invites you to ‘feel uplifted’ through ambient music set to a soft-focus pastel-tinted lakeshore with rose petals gently falling all around.

Nicola Casey, marketing director Estée Lauder UK & Ireland, said: “Augmented reality has proven to be a successful strategy for Estée Lauder to engage with gen Z and millennials, who are both willing to experiment with, and then purchase, beauty and fragrance products through Snapchat – with engagement results exceeding platform benchmarks. We love this latest campaign that creates a truly innovative and immersive experience for the user, transporting them to a world where they can experience the emotions of each hero fragrance.”

Estee Lauder invests heavily in social to get its message across, earmarking as much as 75% of its marketing spend on influencers.

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Estée Lauder Companies Inc. is an American manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products.

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