‘Skincare diary with Alice Levine’ launches for Estée Lauder.
‘Skincare diary with Alice Levine’, created and produced by the Outfit for Estée Lauder in partnership with Channel 4, has launched.
Created to engage audiences with the benefits of Estée Lauder’s new Advanced Night Repair Serum, and inspired by the popularity and authenticity of platforms such as Youtube and Instagram, where influencers trial beauty products and give their honest opinions on them, it stars broadcaster Alice Levine trying the serum and sharing her genuine feedback about how it has worked for her.
In a departure from the hyper-polished, glossy world that high-end cosmetics brands often inhabit, her words are completely unscripted and all her own as she talks about her personal experiences of using the product.
Launching with a Premiere ad break during Channel 4’s Gogglebox, the integrated approach also includes activity across social media and VOD.
Emmanuelle Noyer, Vice President, GM, Estée Lauder UK and Ireland, said: ‘We’ve been really excited to work with the Outfit on this exclusive Channel 4 Partnership for our new Advanced Night Repair Serum. It’s an honest and fresh approach – filming at home with the beautiful Alice Levine in a completely unscripted and authentic way tells the story of the genuine difference this new and improved version of an iconic product makes to her skin, in her own words.’
Alice Levine, broadcaster, said: ‘I loved working with the fab team at the Outfit and Channel 4 on this campaign. It was really refreshing to talk about beauty in a way that was honest and funny – it doesn’t always have to be po-faced. It was a fantastic shooting experience – no script, just chatting – and the films look amazing. I’m a genuine Advanced Night Repair devotee now!’
Niall Murdoch, co-founder of the Outfit, said: ‘We wanted to bring Alice’s first few weeks using ANR serum to life in a really genuine way. Estée Lauder and Channel 4 had the confidence to create a really authentic campaign that allowed us to show the real Alice, and showcase the great results she had using the serum in a way that felt true to her – intimate, honest, and very entertaining.’
In partnership with 4Sales and Manning Gottlieb OMD.