Global Social Beauty Platform Preen.Me & Luxury Beauty Leader Lancome Collaborate on Innovative Social Engagement Campaign to Support New Skincare Introduction: Visionnaire [1 Minute Blur]

TEL AVIV and NEW YORK, March 31, 2014 /PRNewswire/ -- Today, Preen.Me and Lancome kick off a multi-faceted digital campaign - the #photoperfectskin Selfie Challenge - that aims to reset the standard for powerful social media skincare marketing. The program is designed to coincide with the launch of Lancome newest skincare launch, Visionnaire [1 Minute Blur], a "skin finisher" that visibly blurs imperfections instantly.

Tapping into the Preen.Me's beauty loving community's native behavior of creating high quality user generated beauty looks, the campaign will delve into the challenging terrain of visually demonstrating the instant benefits for a skincare product in the digital space.

With Visionnaire [1 Minute Blur], Lancome introduces a new category in skincare: its first skin finisher developed to instantly, and overtime, help wrinkles appear reduced and pores less visible. Because the product creates such an impactful visual effect, it lends itself to a compelling user experience that is translatable online and in social media.

"After the success of our initial Fall 2013 program with Artliner 24H, we turned to the Preen.Me team once again to help initiate a program for Visionnaire [1 Minute Blur], a true "first" in the skincare category," notes Alessio Rossi, Vice President, Interactive Marketing and e-Business at Lancome USA. "We know their community loves color and beauty. We've seen the quality of the looks they share. This time, we want to see how they create a flawless finish, with smooth, perfectly matte skin as the foundation for the beauty looks. We're excited to see how the community illustrates this challenge."

With the ability to reach over 60 million beauty addicts monthly, Preen.Me has a proven track record for creating targeted, yet highly visible opportunities for partner content, sparking engagement, stickiness and increasing intent to purchase.

"Through our brand partnerships, we not only hope to inspire our community, we aim to be innovators in social beauty," noted Tamar Yaniv, co-founder and CEO of Preen.Me. "We are confident that we can drive the social conversation in beauty, change the way people perceive its capabilities and ultimately, be leaders in the development and execution of cutting edge programs in the social beauty space."

Visionnaire [1 Minute Blur]: The Secret Selfie Weapon
At its core, the campaign seamlessly integrates influencer sampling, highly curated user generated content featuring skincare, and Lancome interactive educational assets – all fueled with a massive engagement push across all Preen.Me social media distribution channels.

The Preen.Me - Lancome Campaign kicks off mid-March with a "selfie contest" using at least one Lancome product, simultaneously driving traffic and building awareness around Visionnaire [1 Minute Blur], the secret selfie weapon. Winners receive Visionnaire [1 Minute Blur], becoming early adaptors and help to spread the word.

The next phase of the campaign puts the spotlight on Visionnaire [1 Minute Blur] in action. A select group of Preen.Me VIP makeup artists (of which there are 7,000 registered to date) will receive Visionnaire [1 Minute Blur], and will be asked to post video testimonials, highlighting key claims, demonstrating effectiveness and showing how it complements makeup application.

Final Push
In the last stages of the campaign, there will be a community-wide voting period on the Preen.Me website: users click "I Would" to show support for a look. During the voting period, Preen.Me will promote looks across all social platforms, from special Pinterest boards to dedicated Twitter and Facebook posts.

Contest ends on April 27^th, and winners will be announced on April 30^th.

Preen.Me 
Preen.Me, the world's largest social beauty platform, seeks to reinvent the social conversation between the beauty consumer and the beauty industry through the power of native social influencing. Preen.Me has established a trusted, open platform for a growing community of over 7,000 artists to create and share user generated looks (over 27,000 to date), with the ability to reach an audience of over 60 million people monthly across all social channels. Founded in 2012 by CEO Tamar Yaniv & COO Haggai Klorman, Preen.Me is a global company based in Tel Aviv, Israel and New York, NY.

Lancome
For more than 75 years, Lancome, the world's leading luxury beauty brand, has epitomized beauty and glamour with a quintessential French touch. Women seeking the finest in beauty look to Lancome for the highest quality in skincare, encased in timeless style and delivering scientifically proven results. The brand continues to strengthen its reputation as a makeup authority and skincare innovator, not merely keeping pace, but surpassing expectations by continually taking science and creativity to new levels. With coveted and revered pillars including the timeless Tresor perfume, the award-winning Definicils mascara, cutting-edge Genifique Youth Activating Concentrate, and the richly refined L'Absolu Lipstick, Lancome is committed to making the best in beauty accessible and relatable to women in over 160 countries around the world. Lancome is the brand of women, represented by some of the most accomplished actors and models today, including Julia Roberts, Penelope Cruz, Lily Collins, Kate Winslet, Arlenis Sosa and Daria Werbowy. Lancome's mission is to provide women with superior products and services that fulfill their quest and enthusiasm for beauty.

Contact:
Melissa Madden
[email protected] 
917-544-8115 

Photo - http://photos.prnewswire.com/prnh/20140331/NY93968

SOURCE Preen.Me