Cosmetics giant Estée Lauder has announced a Gift Time SMS Text Reminder service allowing consumers to sign up to receive text message alerts.

The alerts notify consumers when Gift Time -- Estée Lauder's Gift with Purchase offer -- is starting at their chosen store. Customers can register to receive a text alert via their mobile phone two days before Gift Time starts at their chosen store.

The text messages are completely free to sign up to and receive, designed as a tool to those who love to be the first to know about special offers.

Estée Lauder is a cosmetics company whose aim is to "bring out beauty in every woman." The New York-based company began in 1937 with just one skin cream and has become one of the most popular beauty brands worldwide.

The company's SMS message service ensures loyal customers do not miss out on their exclusive gifts, while providing them with the opportunity to make their skin care, fragrance or makeup purchase at their favorite store.

The message includes the dates that Gift Time is available.

The service targets women with busy, on-the-go lifestyles, allowing them to discover great new makeup colors, the opportunity to try the latest skincare innovations and sample Estée Lauder fragrance.

The Gift Time SMS service is a way of providing loyal, core customers with relevant information that they are looking for, according to the company.

A typical Gift Time offer includes a mixture of the latest and best-loved deluxe trial-sized products, along with a handbag and cosmetics pouch. In each gift there is an average of six deluxe trial-sized products including a range of skincare, makeup and fragrance.

Estee Lauder claims that consumers are actively signing up to receive these messages.

Participation is indicative that consumers are interested in the Gift Time offer and are likely to take advantage of the promotion and purchase in-store.

Estée Lauder is using mobile for this initiative because mobile phones are a way to communicate with consumers. It allows the brand to keep in touch with consumers wherever they are.

Consumers who opted in to receive these messages are thought to be already familiar with the Estée Lauder Web site at http://www.esteelauder.com. The site provides up-to-date information about Estee Lauder and its latest products, offers and events.

Estée Lauder also launched the SMS alerts because mobile phones are advancing all the time and people no longer just use their them to make calls. Mobile subscribers use handsets to message, download data and store information.