Brand: Estée Lauder
Brand owner: Estée Lauder Companies
Lead agency: Isobar Communicatons Italy
Industries: Cosmetics, beauty aids
Media channels: Social media, Word of mouth, influencers
Budget: No budget
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 a different skin tone in their commercial. Estée Lauder wanted to go a step further.
We wanted to leverage this extension to the range by going beyond product characteristics to celebrate the varied and charming beauty of every woman, including new Italians: more and more women with different origins – Asian, Eastern European and African – being proud and enriched by their double-cultured soul. We were even prepared to risk a backlash from nationalist movements.