While Estee Lauder has long established a following among mature women, it seeks to rejuvenate its consumer base with a younger following. To achieve that, it needed to project a funkier and more progressive brand image to market.
Estee Lauder leveraged Female’s network of “tomorrow’s tastemakers” – up-and-coming creative talents making strides in their own way – to reach out to women who are attuned to and inspired by design and pop culture. Together with these influencers, the team crafted a multi-touchpoint campaign for Estee Lauder and integrated it into the magazine’s 45th anniversary celebrations.
Product introduction through exclusive magazine covers
The 45th anniversary edition of the magazine comes with three different covers. Instead of the usual cover models, these special covers feature creative talents – an alternative style icon, a boundary-defying musician, and an emerging actress – exclusively wearing Estee Lauder’s cosmetics. Alongside interviews with them, details on beauty products used for the covers were also shared in the magazine.
One of the three cover looks exclusively created using Estee Lauder products
The hero product of the campaign – the Double Wear Stay-in-Place Foundation – was featured in a 4-page spread in the magazine.
Building buzz and visibility through Female’s 45th Anniversary Party and makeup workshop
To generate buzz for the hero product, its 40-shades “pantone chart” was recreated in a stunning floor to ceiling installation at Female’s 45th Anniversary Party. The party was attended by an almost 300-strong crowd including top local fashion influencers, musicians, actresses and models. Guests who visited the counter to get their shades matched were given a complimentary foundation.
40-shades “pantone chart” at the Female 45th Anniversary Party
Among the tastemakers at the party: (From left) Singer Narelle Kheng; actress Fiona Xie; cultural impresario Tracy Phillips; eco-advocate and creative consultant Aarika Lee; entrepreneur Jaime Lee, branding and marketing whizz Charmaine Seah; and DJ and fashion lecturer Ginette Chittick
This activation was supported by a video showing four influencers of different skin tones getting ready for the party with their shade of the Double Wear Foundation. The video was shared on Female’s social channels and featured in a sponsored article on Female’s website.
On-ground engagement was also held at one of the busiest shopping malls in Singapore, ION Orchard. Female readers turned up for the Estee Lauder makeup workshop conducted by celebrity makeup artist Peter Khor to experience its range of cosmetics.
Maximising brand visibility
To ensure that it stays top-of-mind, the campaign is augmented with a sponsored newsletter and display ads across Female’s website over 4 weeks. They lead to a sponsored article which also features the video.
One of the various display ads
Article on Female’s website
In total, the campaign reached close to 120,000 Female followers across print, web, social and events; while the video received close to 80,000 views, exceeding benchmark by 164%.
Female’s strong positioning as the revered magazine for the creative crowd matched Estee Lauder’s objective, while the omnichannel strategy ensured that the campaign’s ROI is maximised. Female is part of the SPH Magazines portfolio of market-leading titles that cuts across various genres and platforms.
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About Female :
Female is Singapore’s leading fashion and beauty magazine, delivering to its trend-and brand-conscious readers the hottest looks from the fashion capitals of the world, profiles the biggest designers, and offers the very best in style advice and beauty news, from the most revolutionary of products and services, to the latest up-to-the-minute trends.
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