How talent and authentic content set a new standard and made Advanced Night Repair the UK's no. 1 serum.
Estée Lauder asked us to engage new audiences to try the latest edition of their iconic Advanced Night Repair serum. We took a step or two away from the very structured and scripted world of beauty advertising and drew inspiration from the world of Instagram, where influencers give their unfiltered opinions of products, and created a TV and integrated campaign with humour and authenticity that really stood out.
We set a new standard in the category, working with Alice Levine, Clara Amfo, Sophie Ellis Bexter and Janet Ellis. We asked them to trial ANR for two weeks and give their honest opinion. The campaign was a smash hit, with the initial Alice campaign alone recruiting over 20,000 new customers and establishing Advanced Night Repair Serum as the #1 Serum in NPD.
Emmanuelle Noyer, Vice President, GM, Estée Lauder UK and Ireland, said of the launch campaign with Alice Levine: ‘We’ve been really excited to work with The Outfit. It’s such an honest and fresh approach, completely unscripted and authentic, and tells the story of an iconic product in Alice's own words.’