Estée Lauder Double Wear

Beauty advertising centers on the product and aspirational faces that feel unattainable, so young women weren't seeing themselves in it. Our idea: Double Wear gives you double the confidence, just like your best friend does.

Our pitch-winning campaign put pairs of best friends – women who truly inspire young women, not traditional 'beauty faces' – on road trips, cameras rolling, to show confidence gained through friendship. Promoted on Kiss FM, it urged women to visit an Estée Lauder counter with their best friend. The result: a 62% increase in new customers and a 66% increase in 18-25 year olds' interest in the brand.