The ANRcade

Objective

Estée Lauder aimed to introduce its new Advanced Night Repair Synchronized Multi-Recovery Complex serum to younger, digitally-native audiences through interactive entertainment. The brand gamified the product launch to drive awareness and engagement, targeting consumers—particularly female gamers—in Asia-Pacific markets, moving beyond traditional beauty advertising into gaming.

Solution

ANRcade is a virtual arcade featuring four interactive games—including 'Beauty Bounce' (moving a sphere through sequential challenges) and 'Repair Racer' (navigating obstacles on a track)—where gameplay mechanics integrate product education about serum benefits. Players earn points and unlock rewards through game-specific challenges. The experience was customizable across regional markets and sales channels, enabling localized incentives such as free product samples. Games operated as both standalone web experiences and mini-programs within platforms like WeChat and Tmall in China. Developed by Paris-based makemepulse, the campaign launched across South Korea, Taiwan, Australia, New Zealand, Singapore, and Thailand in August 2020, with expansion to China planned for November.