Estée Lauder
As part of the senior creative leadership team at DFS, we partnered with Estée Lauder to launch a global campaign that reimagined the brand’s hero product through the lens of modern travel. The goal: to drive sales, brand reappraisal, and customer acquisition by turning a skincare ritual into a culturally relevant, omnichannel experience.
A Global Brand Partnership Inspired By The Traveller
Estée Lauder Partnership • Credit: John Gerhardt (Creative), Sherril Hwangbo (Design), Kaleo Romualdo (Production), Bess Koutroumanis (Production), North Sea Air
Idea
To reintroduce Estée Lauder’s iconic Advanced Night Repair to a new generation of global travelers, DFS partnered with the brand to develop an immersive campaign rooted in modern beauty rituals. By telling the story of skincare through the lens of travel, we positioned beauty not as routine, but as a meaningful part of the journey.
Approach
We developed a global campaign that integrated storytelling, sampling, digital engagement, and in-store experiences to drive both emotional connection and transaction. Every touchpoint—CRM, paid media, influencer content, and pop-up retailtainment—was sequenced to mirror the traveler journey and optimized for conversion.
Impact
The campaign delivered measurable lift across brand traffic, trial, and transaction, with Estée Lauder emerging as the top-performing beauty brand on DFS.com during the campaign. It successfully combined cultural relevance with commercial impact—driving sales, loyalty acquisition, and a reappraisal of a heritage product among a new generation.
Satian P., Creative Director of DFS Group