Estée Lauder is launching a new marketing campaign on October 16th at Bloomingdales in New York that offers women a free makeover accompanied by a professional photographer to take a new Facebook profile picture for them post-makeover. It will spread across the country in similar department stores in Miami, Chicago, and Southern California and participants also receive a  free 10-day supply of foundation.

The campaign is supposed to be appealing to younger generations while also targeting women 35-55 years old (a typical Estée Lauder consumer) who are embracing social media. The goal is to not only increase Estée Lauder ‘s presence on Facebook but to provide a lasting presence as well through the Estée Lauder logo that will posted in the background of these photos.

The company is advertising the campaign through their website, Facebook Page (which has over 27,800 fans), and other PR. The free makeover along with the photo requires no purchase of an Estée Lauder product but will still most likely increase sales by getting more women to approach the cosmetics counter and engage with Estée Lauder employees.

There are already posts from fans on the Facebook wall asking if this campaign is coming to their town or even their country (currently it is only planned to run in the US). This may end up being more widespread than originally planned and even more of a success than Estée Lauder imagined. There is a real possibility of extending this campaign to more geographical areas as the first round of events will act as a test run and indicate the success of expansion. This is yet another example of a popular company integrating social media into their marketing campaign.