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Estée Lauder Ups its Game for Advanced Night Repair Synchronised Multi-Recovery Complex


Prestige beauty leader develops innovative video game experience with makemepulse in support of their leading skincare serum

Estée Lauder Ups its Game for Advanced Night Repair Synchronised Multi-Recovery Complex

Estée Lauder introduces a one-of-a-kind online gaming experience to support the launch of new Advanced Night Repair Synchronised 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 and 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 honour. 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. 

At the end of each game, as well as from the central hub, the user has the option of learning more about the serum benefits.


Reminiscent of racer style gaming, Repair Racer allows the player to speed along a racetrack, collecting points and avoiding obstacles.

KEY PRODUCT BENEFIT INSPIRATION: New Fast Repair and Youth-Generating Power.



Inspired by the sensory movement of ASMR, Smooth Satisfaction allows the users to smooth the ribbons of serum by activating the rollers in this fanciful lab.

KEY PRODUCT BENEFIT INSPIRATION: Lines appear smoother and reduced. Pores look diminished.



A nod to 1980’s arcade gaming, the ‘little brown bottle’ goes on the offence, avoiding and zapping environmental aggressors and collecting golden serum drops.

KEY PRODUCT BENEFIT INSPIRATION: Defends skin with 8-hour anti-oxidant protection.



Customised based on the serum’s iconic dropper, Beauty Bounce requires each player to bounce up and across the dropper tops, collecting golden bottles along the way. Don’t fall in!

KEY PRODUCT BENEFIT INSPIRATION: Skin feels firmer, with new bounce and vitality.


The ANRcade is optimised 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. Find it here, Estée Lauder social channels and the Estee Lauder website


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Categories: Beauty & Health, Skin care

makemepulse, Thu, 20 Aug 2020 13:04:16 GMT