In 2005, cosmetic company, Estee Lauder sponsored the V&A Beauty Week. With the purpose of promoting one of its permanent collections, the V&A Museum hosted a series of lectures, perfomances and events. Estee Lauder had the opportunity to showcase its brand during these events by running a series of make-overs and offering "goodie treats."
How does aligning themselves with the V&A help Estee Lauder?
According the PR Week:
"By aligning themselves with institutions such as the V&A, brands heighten their association with quality design, prestige, and glamour."
(PR Week, 22-06-07,p.26)
1 comment:
I think this was a great decision on Estee Lauder's part; the V&A aren't at all connected to cosmetics however have a prestigious governance in the world of aesthetics in general.
By sponsoring such an event it says something about the level to which Estee Lauder take seriously their position in this world.
Although always a mixed batch, it probably doesn't hurt either that whenever I've visited the V&A, a large number of the visitors seem to be in Estee's (probable) target market of females aged 30+.
A creative and glamorous PR idea.
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