Estée LAUDER COMPANIES
Creating exclusive campaigns and content in partnership with Estée Lauder Companies and DFS Group, the luxury travel retailer and division of LVMH (Louis Vuitton Moët Hennessy).
Developing global marketing strategies to promote new product launches and offers targeting consumers predominantly from Asia-Pacific (China, Korea, Japan).
Deliverables: Consumer trend research, creative concepts, production, 360° marketing and communication strategies for store, site and social, and developing exclusive content with brand ambassadors.
Brands: Estée Lauder, La Mer, Clinique, and Jo Malone.
Ambassadors: Liu Wen, Joan Smalls, Fei Fei Sun, Mary Phillips, and Patrick Ta.
The Beauty All Night campaign featured the launch of Estée Lauder’s newest lipstick collection, alongside the brand’s iconic Advanced Night Repair (ANR). The creative concept was based on the trend of women in Asia live streaming their makeup routines (to promote lipstick) and the multi-purpose uses of ANR. The 360° marketing strategy included pop-ups inspired by the film, a mobile app for swiping lipstick shades, and live steaming beauty tutorials at events around the world. The campaign led to record-breaking sales and continued DFS Group’s leadership as the brand’s #1 counter worldwide in travel retail.
As an industry first for travel retail, Estée Lauder Companies granted DFS Group first-access to leading brand ambassadors and celebrities for exclusive content on DFS.com with syndication across their own channels (EsteeLauder.com).
Digital Feature with Liu Wen on DFS.com
Digital Feature with Joan Smalls on DFS.com