Season 2 - Film 1: Best Friends Olympian Katarina Johnson-Thompson and her best Friend Sam
Traditional beauty advertising centers on the product and the brand name, using aspirational faces that feel distant and unattainable. Young women weren't seeing themselves – or their real sources of confidence – reflected back.
What if we showed that confidence comes from friendship, not just foundation?
Our pitch-winning campaign for Double Wear Foundation featured women who truly inspire young women today – not traditional 'beauty faces.' We set pairs of best friends on road trips, letting cameras roll as they journeyed through their friendship. Promoted on Kiss FM, we encouraged women to visit an Estée Lauder counter with their best friend to experience the double confidence that Double Wear brings. This shift from global print norms resulted in a 62% increase in new customers and a 66% increase in 18-25 year olds' interest in the brand.
Season 1: DJ Alice Levine and her best friend Camilla Doyle. As Alice is a radio presenter we used Spotify to tap into a music context to resonate with her fan base.
Season 2- Film 2: Vlogger Hello October and her best friend Liv (whatoliviadid.com)
Season 2- Film 3: Zara Martin and best friend Leah Weller
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Me ©️✍️ Senior Creative / Copywriter
Rebecca Rowntree 🎩 CD
Drum OMD📍
Estée Lauder Double Wear
Double the confidence