Estée Lauder has introduced ANRcade, a microsite featuring web-based videogames that promote the brand’s Advanced Night Repair Synchronized Multi-Recovery Complex. Each of the four games found on the site have different play styles and provide information about Estée Lauder’s products.
 
The games can be  reached through the Estée Lauder website and social channels. They can also be played inside other apps, such as WeChat and Tmall. Different countries can even customize the games in order to offer free samples or incentives, therefore giving the brand a way to support various merchants.
 
Due to lockdown measures implemented during the COVID-19 pandemic, gaming is increasing in popularity amongst all age groups. With video game players set to grow to more than 3 billion by 2023, according to Newzoo research, it’s an industry that has looked increasingly attractive to the beauty world.