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Lancôme Ramping Up Digital Initiatives

The brand is introducing a Lancôme Elite Rewards program and an initiative built around skin-care product Visionnaire.

ONLINE WITH LANCOME: Lancôme is ramping up its digital efforts with a pair of digital initiatives designed to draw in new consumers. The Lancôme Elite Rewards program is based on a social media model — in addition to purchasing product, members can earn points by connecting with Lancôme USA through social media, whether it’s uploading a glammed-up Instagram selfie to show off a new Rough in Love lipstick using a specified hashtag, watching makeup tutorials on lancome.com or checking in at a Lancôme beauty event on Foursquare. A simple dashboard accessible through lancome-usa.com helps members track and manage their points earned in real time.

“We see this program as an extension of the Lancôme brand giving our customers a platform to connect with each other,” said Alessio Rossi, vice president of interactive marketing and e-business at Lancôme USA.

The second initiative, built around Lancôme’s newest skin-care product Visionnaire [1 Minute Blur] and also launching now, is a partnership with global social beauty platform Preen.Me, which is intended to merge influencer sampling, curated user-generated content featuring skin care and Lancôme interactive educational assets — all fueled by an engagement push across the likes of Pinterest, Twitter and Facebook.

A “selfie” contest is currently under way, and consumers will vote on the winner, with votes closing April 5.