Such campaigns, involving user generated content, are becoming increasingly popular within the industry as a way of reaching and engaging with larger audiences.
What do you dream about?
The Dreaming campaign invites users to upload content detailing their life dreams. The winning entry will win $3,000 to help this dream become reality along with the Dreaming fragrance and articles from the Tommy Hilfiger fashion range.
"Dreams can be storehouses of creativity and may in fact be the well from which imagination springs. Dreams were a great source of inspiration for the development of our fragrance," said Ottavia Piergiovanni, executive director of global marketing, Tommy Hilfiger Toiletries.
The campaign has been launched by Brickfish and allows visitors to not only upload their own content, but also rate and comment on other additions whilst communicating with other users.
This type of online social campaign, that allows users to communicate with each other, is particularly good at transmitting information quickly to a very large target audience.
"Because the campaign was created to reflect the inspiration of the fragrance, we are confident that the brand message will reach consumers loud and clear across the Internet," said Brian Dunn, CEO of Brickfish.
L’Oreal and Nestlé have similar campaigns
Another beauty brand to tap into the potential offered by such campaigns is YSL Beauté with its Rouge Volupté products.
Users were asked to create their own images to represent the brand and again participation is encouraged with the promise of a prize, this time a trip to New York City and a makeover from an YSL make-up artist.
Another recent launch to take advantage of this technique is Nestlé’s beauty from within drink Glowelle.