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In 2006, New York-based cosmetics giant Estee Lauder took a step in a new direction. In September, it was announced that one of the company’s most popular products, the Estee Lauder Advanced Night Repair line of treatments, was getting a virtual makeover. A new site was going to be launched for the products that would allow space for people to post their own testimonials about the line and its effectiveness.

In growing her company into the multi-million dollar business it is today, its founder claimed she had three means of communication, “Telephone, telegraph and tell a woman.” The company’s new emphasis on web marketing would add a fourth means to that list. With the launch of a new customer feedback forum for this line of treatments, the company is demonstrating its desire to charge full speed ahead into the new millennium and embrace all that technology has to offer.

Estee Lauder Advanced Night Repair Concentrate is the retail giant’s latest anti-aging treatment. It is comprised of three major products: Protective Recovery Complex to repair and protect the skin, Recovery Boosting Treatment to give skin an intensive treatment, and Eye Recovery Complex to treat the eye area. The company wants all three to become part of every woman’s daily self care ritual. They are no small purchase, with a 0.5 oz bottle costing anywhere from $50 and up. However, with their over two decades of experience, the company argues it is worth every penny.

The Wall Street Journal reports that allowing customers to post their feedback on these products will be “an important feature for a business where word of mouth buzz has always been part of the marketing mix.” The company is joining the trend of businesses that embrace and understand the value of user-generated content, not only to attract more customer attention, but also to build loyalty and connections, and most importantly, to drive sales.

The move is a risky one for the company, especially considering many of the reviews thus far have not been positive. One 48 year old customer who purchased the Eye Recovery Complex had this to say: “I used it every night and morning – every single night and morning – for about four months. After that, I had finally had enough. No results.” Allowing such testimonials on the company’s website is a bold move, but one which the company hopes will actually drive sales in the long run.

Today, the Estee Lauder Advanced Night Repair line of treatments is one of the company’s most popular. Women the world over who are determined to fight the effects of aging also seem willing to try whatever it takes, whatever product and however expensive, to keep their youthful beauty. Are the treatments enough to ward off the visible effects of aging? Will the new customer feedback forum be successful in boosting the company’s sales? Only time will tell.

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