How-to videos shot by Marie Claire will showcase leading make-up artists using Estée Lauder, Clinique and Bobbi Brown's latest and bestselling products to create key looks such as Screen Siren, Luxe Lips and Femme Fatale. The videos will highlight a brand each month and users will be able to click to buy the products featured.
At the launch of the sponsorship, Clinique, Estée Lauder and Bobbi Brown will take over the www.marieclaire.co.uk homepage and beauty channel. As part of the package, they will also own a new Beauty Genius section on www.marieclaire.co.uk/beauty-genius, highlighting Bobbi Brown for the first month, followed by Clinique in month two and finishing with Estée Lauder in August.
Louisa Abrahams, Estée Lauder Companies, Group Online Manager says: "We are very excited to have collaborated with Marie Claire and the Beauty Genius App on this content-creation partnership. The trend-led content is perfect for women on-the-go, who can then purchase directly from each of the brand sites."
Justine Southall, Marie Claire publishing director, adds: "The Marie Claire Beauty Genius iPhone app has been a big hit, and is an essential download for beauty fans wanting to create the latest catwalk and celebrity beauty looks. The Estée Lauder Companies brand videos are a brilliant addition and will make the app even more appealing."
Marie Claire will promote the new app content on www.marieclaire.co.uk, in its daily email newsletters and through iPhone push technology.
The Marie Claire Beauty Genius iPhone app is available to download from the iTunes App Store for £1.19.
