If Twitter had a dollar for every brand marketer who said “I need a social-media strategy” in the last year, then it might just have a business model worthy of its multi-billion-dollar valuation by now. But seriously, every time there is a new media option with promise for advertisers, our industry jumps to turning tactics into strategies. The reality is that very few brands have figured out social media, and I believe one of the big reasons is that they fail to think about how they can add value to customers’ existing activities. But I’m a big fan of how Estee Lauder is testing a new service aimed at bringing life to the beauty counter in a focused way.

Last week Advertising Age broke the story of how Estee Lauder is preparing to launch a promotion at cities in Southern California plus New York, Miami, and Chicago in which it will offer visitors to its cosmetics counters the chance for a free makeover, 10-day foundation supply, AND a professionally shot and retouched photo for use in online social-media profiles. The promotion will kick off on October 16 and run in select Bloomingdale’s, Macy’s, and Saks stores. Estee Lauder spokeswoman Tara Eisenberg says that it might move to more cities for a longer term if the effort is successful.

I love that the brand is testing something new to breathe new life into an age-old cosmetic-counter marketing strategy that has been in need of a face-lift for some time. Free makeovers and product samples have been a staple at these sections of the department store, but they have thus far failed to adapt to new times. By offering up these social-media profile photographs, Estee Lauder is differentiating itself from a crowded field and giving women a new reason to stop by and try something new. This also helps the brand connect with the rising younger generation of women who tend to shy away from the traditional makeup-counter experience.

I also appreciate how the brand is using this promotion to help women solve a new problem: that of the crappy profile picture. Whether they are engaged in online dating or meeting new friends through Facebook, the personal photo is now frequently the first impression you make. It’s just too important to leave to a household digital camera and a friend with a shaky hand. With this idea, Estee Lauder is helping its customers reach their higher-level goal of looking good no matter what the location or medium. It’s brilliant meaningful marketing.

One thing that I do not like is the fact that the resulting photograph comes with an Estee Lauder brand logo in the corner. This little grab for social-media advertising real estate could cost the brand any chance to make an impact. After all, who wants to show the world that their great picture is the result of an Estee Lauder marketing event? The brand’s makeup doesn’t force an Estee Lauder logo to appear on women’s faces today, so why go there in the digital realm? I am very sure that use of the photos and customer satisfaction will be much higher when women are free to use the photos logo-free. And by making women as happy as possible, the brand will end up earning strong loyalty and word of mouth.

Another thing I like about this promotion is that it is tied to existing social-media activity, rather than an attempt to create its own Facebook page or force people into an Estee Lauder Twitter feed. A few months ago I wrote about another brand that is using customers’ existing social-media tools to add value. The Museum of Modern Art (MoMA) in New York City created a smart planning tool that uses keywords from visitors’ Facebook profiles to make recommendations about which exhibits and events they might like best. Like the Estee Lauder example, MoMA is not trying to “butt into” a social network, just add value and move along.

This promotion by Estee Lauder is not a “mass” or “scale” social-media marketing strategy, but rather a way to plug smart social-media marketing into an existing, proven approach.

Bonus: The first reader who gets one of these free photographs at an Estee Lauder counter and sends it to me with permission to post it here will receive a free copy of my book!