FRAGRANCES & COSMETICS: Estée Lauder unveils new advertising campaign

US. Estée Lauder has unveiled a new global print advertising campaign for the spring 2004 season. Shot by fashion photographer Mario Testino, and featuring the brand’s trio of spokesmodels – Elizabeth Hurley, Liya Kebede and Carolyn Murphy – it is being described as a “critical phase” in the brand’s advertising overhaul, which began in earnest in 2001 as part of Estée Lauder’s well documented extensive brand renewal programme. Murphy was signed in September 2001 as a complement to Hurley; Kebede (the brand’s first black model) became an Estée Lauder face last February.

The campaign, which covers all make-up and skincare launches for the spring season, was shot on location in the South of France. It was overseen by Estée Lauder vice president of global advertising Aerin Lauder.

The first ad of the campaign, for Hydra Complete Multi-Level Moisturizer (The Moodie Report.com, 26 January), features Carolyn Murphy and broke in the January editions of key fashion, beauty and lifestyle magazines. “We wanted the images for the spring 2004 ad campaign to be really impactful, to capture the brand’s renewed energy and vitality, as well as the natural beauty of our three models,” explained Aerin Lauder, adding: “Mario Testino was the perfect choice at this stage to showcase the brand’s evolution.”

“Estée Lauder continues to make strides in product, packaging and advertising innovation,” commented The Estée Lauder Companies group president Patrick Bousquet-Chavanne. “This new campaign takes a bold approach, combining the strongest elements of our heritage with a modern view on a women’s lifestyle that we believe will resonate with consumers worldwide.”

The shoot also produced what is being described as a new brand icon photograph (pictured above), which aims to embody the essence of the contemporary Estée Lauder brand. It features all three spokesmodels, dressed in white, with their hair pulled back and a clean, fresh look. The shot will be used in retail outlets worldwide, and appear as single page “defining beauty” ads in selected markets.

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