Estée Lauder: Double Wear

Multinational skincare brand Estée Lauder used the 'Double Where' concept of dual nationality to heighten brand love and increase standout for the extended range of shades within its Double Wear make-up foundation in Italy.

Campaign details

Brand: Estée LauderBrand owner: Estée Lauder CompaniesLead agency: Isobar Communicatons ItalyCountry: ItalyIndustries: Cosmetics, beauty aidsMedia channels: Social media, Word of mouth, influencersBudget: No budget

Executive summary

Double Wear is the best-selling make-up foundation in the Italian market. Like most of its competitors, Double Wear has a wide range of shades – from darker shades right through to brighter tints – in order to meet the needs of a greater number of women. Most of the brand's competitors simply launch new shades with a new model showing...

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