Estée Lauder and Bumble and Bumble unite for Instagram initiative
The beauty brands social media takeover
The world-renowned brands, which are both owned by the Estée Lauder Cos. Inc., plan to spend the week of May 12 to May 16 creating hair and beauty content that will appear on both brands' social media accounts.
A total of five themes will be included, according to Geri Schachner, senior vice president of global communications and online editorial director for the Estée Lauder brand — who is co-leading the project with Tim Rush, vice president of global communications and fashion relations for Bumble and Bumble, Smashbox and Darphin.
Covering beauty styles from dramatic to casual beach looks, May 12 is 'Beachy & Bronzed', May 13 is 'Undone Done', May 14 is 'Adore the Contour', May 15 is 'Day to Night', and Friday is 'Weekend Update'.
Both brands will be using the hashtag #TipsandTresses to engage with fans and lead a user-generated contest by the end of the week.