Hearst Magazines Digital Media (HMDM) and Style Coalition, an influencer marketing platform representing top online lifestyle influencers, today announced the launch of Lancôme’s new native advertising campaign on MarieClaire.com to promote the brand’s new customized skin tone correcting serum, Lancôme DreamTone (#DreamTone). In a first-to-market execution, 12 Style Coalition bloggers will be featured on MarieClaire.com via HMDM’s native Trend Collage content platform, a highly visual pinboard-like environment that encourages social interaction and e-commerce. The Trend Collage will engage and educate users with an interactive selection of images, skin care tips, and blog content while driving mass awareness of DreamTone. The campaign launches today and runs through February 14, 2014.
“Our goal is for women to feel empowered and we think of this campaign as a unique way to engage with our customers and to be mutually inspired,” said Alessio Rossi, VP, Interactive and E-Business Marketing LANCÔME USA. “The Trend Collage is a fun, visual way to celebrate the beauty of healthy skin, and MarieClaire.com is the ideal environment to host it.”
Twelve Style Coalition bloggers with different skin types and tones will use the DreamTone serum best suited to her skin (fair, medium, or dark). The bloggers will chronicle their “skin stories” and the experience of using DreamTone--diminished dark spots, brighter skin, more even skin tone--in posts on their own sites. Each Style Coalition blog post will also incorporate Lancôme’s #bareselfie initiative, with bloggers uploading makeup-free “selfies” to encourage their followers to participate by posting their own #bareselfie images. An interactive selection of content from these Style Coalition blog posts will be integrated into the 12 tiles of the Trend Collage living on MarieClaire.com. Users will roll over a portrait of each blogger to reveal #bareselfie images of the bloggers taken after using DreamTone, quotes from their individual “skin stories,” or further information about the product. Tiles also link to each blogger’s own site as well as to the Lancôme DreamTone site.
"The Trend Collage is a great example of how Hearst's suite of native advertising solutions let marketers engage with readers using tools that we know work," said Todd Haskell, CRO, Hearst Magazines Digital Media. "Working with our partners at Style Coalition, we've developed a platform for Lancôme DreamTone that will resonate with readers of MarieClaire.com, who come to us every day looking for beauty and style tips. We're thrilled to work with a premier brand like Lancôme to facilitate a conversation amongst our readers about what's important to them about skin care and how to discover new products."
Style Coalition blogger, Product Girl’s Carla Maganinho was excited to participate in the campaign and experience the product. “I’m fortunate enough that I get to try a lot of beauty products, but it is rare that I find a new one that works this well for me and that I want to keep using on a regular basis,” Maganinho said. “I am excited to share my skin story and #bareselfie with my readers and to be a part of the Trend Collage.”
Participating bloggers include: Felicia Walker Benson, This That Beauty; Kristie Burnett, Blushing Basics; Mara Ferreira, M Loves M; Dina Fierro, Eye4Style; Jess Graves, The Love List; Kristyn Kilcullen, K Squared Glamour; Carla Maganinho, Product Girl; Isabella Muse, Musings of a Muse; Carmen Ordonez, Viva Fashion; Hilary Rowland, Urbanette Magazine; Mercedes Sanchez, Be Chic Mag; Sydne Summer, Sydne Style.
More details about DreamTone can be found through Lancôme’s social media channels, which include:
twitter.com/Lancomeusa, facebook.com/Lancome, instagram.com/Lancomeusa, pinterest.com/Lancomeusa and Youtube.com/LancomeUSA.