How Alice Levine and authentic content combined to make Advanced Night Repair the UK's no. 1 serum.
Skincare Diary with Alice Levine
Estée Lauder asked us to help engage audiences with the benefits of new Advanced Night Repair Serum.
To do this, we instigated a departure from the hyper-polished, glossy world that high-end cosmetics brands usually inhabit.
Instead, we took inspiration from the popularity and authenticity of platforms such as Youtube and Instagram, where influencers trial beauty products and give their honest opinions on them.
Starring broadcaster and influencer Alice Levine, ‘Skincare Diary’ showed Alice trying the serum and sharing her genuine feedback about how it had worked for her. The integrated campaign was a smash hit with audiences, recruiting over 20,000 new customers and establishing Advanced Night Repair Serum as the #1 Serum in NPD, #1 in terms of mentions and #1 (EMV) in Skincare.
Emmanuelle Noyer, Vice President, GM, Estée Lauder UK and Ireland, said: ‘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.’
(Partners: MGOMD, Channel 4)