All-Day, Close-Up Memoirs
A communications strategy and digital engagement campaign to support the Oct 2013 APAC 360 re-launch of Double Wear make up. By using digital media the key objective was drive women between 20-40 years to in-store counters and claim a product sample. (Concept Development)
Creative Direction
Too often the world of fashion and beauty happens at a fleeting distance from us – Estée Lauder is introducing a new way to capture beauty in the industry; which really tests for the signs of perfection. We call it ‘The All-Day Close-Up Memoirs’. These ‘All-Day Close-Ups’ might be captured in photography, in film or in reviews, all taken at 10cm away over a 15 hour period. They put cosmetics, fashion, accessories & beauty styles to the ultimate tests of perfection.
The Messaging
The toughest test of perfection in beauty is the close-up photo shoot. Not only must foundation look flawless at just 10cm away, but it must remain perfectly in place for the whole day’s shoot, up to 15 hours. The ‘All-Day Close-Up’ is the ultimate test of perfection & Double Wear is championing this challenge.