Estée Lauder turns to video games to launch antiaging serum lineup

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Estée Lauder is turning to a seemingly unlikely way to reach customers for its new Advanced Night Repair Synchronized Multi-Recovery Complex—video gaming.

The brand’s ANRcade site is a global, mobile-focused effort with four games that mix fun with some product information from makemepulse, Paris. Backed by digital and social ads, it’s aimed at a younger audience than the brand typically reaches, says Jon Roman, senior VP-global consumer marketing and online for Estée Lauder. People also can reach the games through the brand’s social channels and at esteelauder.com.

Read the full article on AdAge.