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You had a product and you never spent a single dollar marketing and it's sold thousands of thousands in just hours -- Grammy winner Rihanna has been a gold mine that.
For a single lipstick and that a whole line of cosmetics for Mac which is of course a part of the Estee -- group.
Mack joined forces with Rihanna to roll out four and make up collections this year the first product in the collection.
What's a sensation.
It's sold out in just three hours.
With no marketing budget all because of the power of social media joining me now on the Fox Business exclusive is John Dempsey the Estee Lauder Companies -- president.
We found the story because our makeup artists in the cold Chela who knows it took me -- I I need to get this it's impossible it's sold out immediately and I thought a fifteen dollar lipstick.
And you guys did not have a marketing budget you tried -- different -- This time -- it did actually Rihanna is an amazing.
World class celebrity and she has sent -- three million followers on FaceBook.
She has thirty million dollars -- certified million followers on FaceBook.
Thirty million followers on Twitter eight million followers and mr.
Graham and what we did is.
We let Rihanna unleash the power for social media and literally within three hours this re -- -- lipstick.
Which was the lipstick designed by Rihanna inspired by our legend -- Red lipsticks from the company we sold literally tens of thousands of lipsticks.
Okay did she -- -- three ring oil 'cause that's kind of -- -- catchy name all of the original lipstick that -- became famous with -- -- called ruby will.
And reroute Rihanna is known -- rearing so it's -- we will.
Okay so both first year then this gave birth to the line of -- that's right that's how really that's re -- hearts summer OK really arts summer which is this part of the line that's correct and you had that the bronze served on powder of the blush.
Three lipsticks this is a complicated line I've seen other companies come out with so much more and not sell anywhere near it it's -- out lexicon.
Once again June 18 -- initiative to remembers my mother's birthday.
We -- on unleash the power of her social network.
We had eighteen million unique visitors to Mac cosmetics dot com in the United States luckily we had a virtual waiting room for people waited for an.
Half OK so this is what I'm talking about you guys did something very Smart you tried -- new attack yes on something that you've done many many times before with other celebrities but you -- at this time just online at a virtual waiting room yes that was the wait list price the wait list.
And get some who -- the power of the new ways of communicating in today's world Estee Lauder bought stock has reflected beautifully it is definitely done very nicely over the past year and under the umbrella -- is not just Mac.
But everything from Paramount's.
Two Tom forward -- there are high and low and you've got aveda hair products -- meek.
-- and -- portfolio what do you came from Mac.
And you started these sort of gone so we call it gonzo journalism gonzo marketing techniques so now.
What are you going to do differently for the fall -- to -- the winter holiday.
-- only go to your rear -- Tom hearts fall right and re re hearts holiday.
We will unleash the power of social media and going to bricks and mortars well so.
He's collections will be available on store -- animated -- store visuals but once again not a dollar of traditional advertising spent all that.
Powered by the Internet.
And let me show you I get to be the first to unleash this in a Fox Business exclusive the colors for the holiday -- by the way they'll come in gold and the price points are fascinating to me it's a fifteen dollar lipstick and -- -- lipstick -- I got you know.
You know eight dollars sometimes on -- one which assists in which is basically.
They'll lower end when it comes to pricing but here here it is everybody at this lipstick like this color would be better for me and I think they're all good for you not a right and then here you go with and then it'll come with the precious well what what's the price.
Went on all of this calm the young contacted -- 3215.
And I could be wrong about that -- fifteen dollars.
All incredibly affordable.
I know you don't like to talk numbers because it's within a division but if you could say what happened in Australia.
Well actually it was just launched three -- -- traveling around the world and I was in Sydney a week ago land.
We did the online exclusive once again in Australia a smaller market but -- -- is the number one brand in color cosmetics there and once again.
The lines the waiting room sold out it's happened we've repeated this eleven times in eleven countries and all over the world.
Using social media and the power of the Internet we've proven a new business model for around trying aspiration consumers all over the world.
He re -- re hearing heart I love it and and what we've really lecture Fox Business was a publicly traded company that's been around for a long time.
Trying a new way of marketing it's fascinating absolutely John thank you thank you for having jobs Dempsey of -- water group vice president of -- president.
Million they -- really -- -- whatever I looks great.
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