Estée Lauder - Skincare Diary with Alice Levine
Challenge
Teaming up with Alice Levine to disrupt beauty conventions and make Advanced Night Repair the UK's no. 1 serum. Estée Lauder asked us to help engage audiences with the benefits of new Advanced Night Repair Serum.
Solution
To do this, we instigated a departure from the hyper-polished, glossy world that high-end cosmetics brands usually inhabit. Instead, we took inspiration from the popularity and authenticity of platforms such as Youtube and Instagram, where influencers trial beauty products and give their honest opinions on them. Estée Lauder Teaming up with Alice Levine to disrupt beauty conventions and make Advanced Night Repair the UK's no. 1 serum. Integrated campaign Skincare Diary with Alice Levine Estée Lauder asked us to help engage audiences with the benefits of new Advanced Night Repair Serum. To do this, we instigated a departure from the hyper-polished, glossy world that high-end cosmetics brands usually inhabit. Instead, we took inspiration from the popularity and authenticity of platforms such as Youtube and Instagram, where influencers trial beauty products and give their honest opinions on them. Starring broadcaster and influencer Alice Levine, ‘Skincare Diary’ showed Alice trying the serum and sharing her genuine feedback about how it had worked for her.
Results
The integrated campaign was a smash hit with audiences, recruiting over 20,000 new customers and establishing Advanced Night Repair Serum as the #1 Serum in NPD, #1 in terms of mentions and #1 (EMV) in Skincare.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.