Lancome has chosen to partner with the beauty website, Preen.Me, to kick off a digital campaign called the #photoperfectskin Selfie Challenge.

The campaign coincides with Lancome’s newest skincare launch, Visionnaire [1 Minute Blur], a “skin finisher” that visibly blurs imperfections instantly.

Tapping into the Preen.Me’s beauty loving community’s native behavior of creating high quality user generated beauty looks, the campaign will delve into the challenging terrain of visually demonstrating the instant benefits for a skincare product in the digital space.

Alessio Rossi, Vice President, Interactive Marketing and e-Business at Lancome USA explains why the brand chose Preen.me:

“We know their community loves color and beauty. We’ve seen the quality of the looks they share. This time, we want to see how they create a flawless finish, with smooth, perfectly matte skin as the foundation for the beauty looks. We’re excited to see how the community illustrates this challenge.”

The campaign kicks off mid-March with a “selfie contest.”

Participants must use at least one Lancome product. Winners receive Visionnaire [1 Minute Blur], becoming early adaptors and help to spread the word.

During the next phase of the campaign, a select group of Preen.Me VIP makeup artists (of which there are 7,000 registered to date) will receive Visionnaire [1 Minute Blur], and will be asked to post video testimonials, highlighting key claims, demonstrating effectiveness and showing how it complements makeup application.

In its last stages, there will be a community-wide voting period on the Preen.Me website: users click “I Would” to show support for a look. During the voting period, Preen.Me will promote looks across all social platforms, from special Pinterest boards to dedicated Twitter and Facebook posts.

The contest ends on April 27th, and winners will be announced on April 30th.