Arcade-style experience for Estee Lauder’s new skincare serum

Advertising, Digital & Media, Mobile

Estée Lauder introduces a one-of-a-kind online gaming experience to support the launch of new Advanced Night Repair Synchronized Multi-Recovery Complex. The ‘ANRcade’ features four interactive video games housed in a virtual world centred around the new hero product.

This innovative approach to a skincare launch encourages gamers and beauty lovers everywhere to learn about the new Advanced Night Repair serum benefits as well as the history of this iconic “little brown bottle” in a new and engaging way.

“With the first-ever Estée Lauder ANRcade, we’re giving our consumers an exciting opportunity to learn about our #1 serum through gamification in a mobile-first approach on a global scale,” said Jon Roman Estée Lauder Senior Vice President, Global Consumer Marketing and Online. “Leveraging innovative forms of technology, like this virtual gaming experience, we’re able to build strong connections with our consumers while offering them something fun they can share with friends.”

“Esteé Lauder challenged us to combine world-class virtual gaming technology and innovative skincare science to create a unique virtual and immersive Advanced Night Repair world,” added Nicolas Rajabaly, CCO & Co-Founder, makemepulse. “It is rare that a project comes along that allows us to combine so many interesting web technologies into a single experience and create a series of games that can be unifying. It has been a creative and technical dream.”

The ANRcade, created by Estée Lauder in partnership with Paris-based agency makemepulse, begins with a virtual tour through the iconic Advanced Night Repair product history, beginning in 1982 with the launch of the first-ever night serum, Night Repair. Each successive product iteration is represented with a style twist from each decade, from neon to low-res pixels to augmented reality. There’s a dramatic flythrough of a nighttime cityscape, reinforcing Estée Lauder’s position as “The Nighttime Skincare Expert,” ending in a stadium-like dome with the new Advanced Night Repair in the place of honor. Surrounding the bottle are glowing portals to enter each of the four games, each inspired by the ground-breaking Advanced Night Repair skincare benefits. Each game is focused on essential mechanics such as sounds design, power ups and bonuses.

The ANRcade is optimized for both mobile devices and desktop, and has integrated sharing options to encourage interaction on social media.

Advanced Night Repair has been one of the world’s most beloved beauty products since its introduction as ‘Night Repair’ in 1982. Advanced Night Repair Multi-Recovery Complex, with new, breakthrough Chronolux™ Power Signal Technology, now supports skin’s natural rhythm more effectively than ever, and for the first time, helps skin increase its natural production of collagen for firmer skin.

The ANRcade launches worldwide August 2020.