Brand: Double Wear
Brand owner: Estee Lauder
Lead agency: OMD Hong Kong
Country: Hong Kong
Industries: Cosmetics, beauty aids
Media channels: Online video, Programmatic display, Social media, Television
Budget: 500k - 1 million
Estée Lauder's Automated Makeup Playbook used real-time data and insight to communicate the benefits of its Double Wear product by considering women's specific individual needs in real time. Tapping into moments, factors and lifestyle choices that influence and determine what a woman needs in her makeup choice. Estée Lauder's Automated Playbook was able to provide relevant, practical and valuable product messaging to individual consumers, and their retrospective lifestyles.
Market background and context
Estée Lauder is a reputable heritage brand with a strong reputation and awareness in the category. Its Double Wear foundation product specifically was perceived by its customers as being long-lasting. While this was a benefit of the product, it also has resulted in alienating a portion of a potential audience with consumers having the misconception that long-lasting make up results in a heavy or cakey texture and finish.