Estée Lauder, a manufacturer of cosmetics, fragrances and skincare products, has launched a mobile storefront where users can go to send gift ideas via a wish list to friends and family during the holidays.

The cosmetics giant tapped mobile entertainment content provider Myxer to power the initiative. The custom-built Estée Lauder wish-list sender storefront contains product images that consumers may select and send to their friends and family members? mobile phones.

?Estée Lauder wanted to try something unique and interactive and leverage the power of mobile,? said Steve Spiro, vice president of marketing at Myxer, Deerfield Beach, FL.

?They wanted people to be able to share their Estée Lauder gift wishes with their friends and family via a picture so that when shopping they would have a visual reminder,? he said.

Myxer is a mobile entertainment Web site for with nearly 30 million users and more than 70 million mobile downloads a month.

Its catalog includes more than 2 million ringtones, wallpapers, videos, applications and games from content providers such as EMI Music, Showtime, the Travel Channel and Ford Motor Co.

Estée Lauder goes mobile
According to Deloitte?s 24th Annual Holiday Survey of retail spending and trends (2009), one in five consumers?19 percent?plan to use the mobile channel for holiday shopping, with 25 percent of those customers planning to use a mobile phone to make a purchase.

Estée Lauder was looking to tap into that growing trend.

Some of Estée Lauder?s fragrances, skincare products and makeup are included in the Myxer holiday wish-list sender, along with complimentary gift wrapping and customized gifts.

Estée Lauder is also sponsoring the Myxer Happy Holidays channel at http://www.myxer.com/theme/HappyHolidays, where consumers can download holiday-themed mobile wallpapers and ringtones.

This is not the first time Estée Lauder has used mobile.

The brand is helping raise awareness for breast cancer via an ad campaign that is running on Kargo and Hearst Magazines? mobile properties (see story).

The cosmetics giant also offered a Gift Time SMS Text Reminder service allowing consumers to sign up to receive text-message alerts (see story).

Estée Lauder's Myxer campaign runs until Dec. 24.

Myxer is almost 60 percent female, and that was the core demographic Estée Lauder targeting to encourage them to send a wish list that includes its cosmetics, fragrances and skincare products.

?Estée Lauder was looking for both a very active and large Web and mobile Web property and with millions of monthly visitors to each and Myxer filled the bill for that,? Mr. Spiro said.

?Estée Lauder was also looking for a unique, interactive way to engage site visitors and having people ?send a wish? for the holiday gift giving was a great solution that could be quickly implemented by Myxer,? he said.