Bottle Service | SHADOW

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©2024

Bottle Service

Client

Estée Lauder

Services

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Creative Strategy

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Content Production

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Celebrity & Influencer Relations

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Social Marketing

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Media Relations

4B+

earned media impressions

+90%

lift in skincare EMV YOY

24M+

organic video views

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

The Brief

Estée Lauder delivered a brief with a clear objective: reawaken the traditional “night time skincare campaign” with a social-first moment and like-minded disruptor who speaks to the millennial consumer. The campaign was to create an outsized moment for their #1 prestige serum, Advanced Night Repair, and two new launches: Revitalizing Supreme+ Night Power Bounce Creme, and Advanced Night Repair Overnight Treatment.

How we did it

We ditched the traditional playbook for a more playful tone and tapped into an elder-millennial audience leveraging trending social conversations and a very carefully considered principal casting.

Nightlife habits evolve as we get older, with our target demographic sharing quite proudly across social the differences between a Friday night in their 30s vs their 20s (“Wanna go out tonight? LOL, nope!”). What if we invented a new “bottle service” – one with VIP delivery right at home so you can wake up with newly awakened, bouncy skin? Nicole Richie, iconic millennial party girl turned fashion mogul, mother, and multi-hyphenate, was our ideal talent to bring the concept to life. Think skincare that let’s you "skip the lines" and "wake up with VIP (very incredibly plump) skin."

We produced two hero video assets, each supporting different products in the brand’s night skincare portfolio and prepared a phased rollout to sustain the campaign. We supplemented with a multi-faceted press strategy to generate buzz across top-tier marketing trades, beauty, pop culture, and entertainment outlets. This fresh, consumer-centric approach positioned Estée Lauder at the forefront of the conversation in both the industry and consumer spaces.

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Glossy

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