TAKING OVER: The Estée Lauder brand and Bumble and bumble are planning their first takeover — of each other’s Instagram feeds. The brands, which are both owned by the Estée Lauder Cos. Inc., plan to spend the week of May 12 to May 16 creating hair and beauty content that will appear on both brands’ Instagram accounts. Five themes will be included, noted Geri Schachner, senior vice president of global communications and online editorial director for the Estée Lauder brand, who is coleading the project with Tim Rush, vice president of global communications and fashion relations for Bumble and bumble, Smashbox and Darphin. May 12 is Beachy & Bronzed; May 13 is Undone Done; May 14 is Adore the Contour; May 15 is Day to Night, and Friday is Weekend Update. Both brands will use the hashtag #TipsandTresses to engage with fans and lead a user-generated contest at the end of the week. The Estée Lauder brand currently has 118,000 followers on Instagram, while Bumble and bumble has 44,000.

This story first appeared in the May 7, 2014 issue of WWD. Subscribe Today.

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