A BIG IDEA FOR ESTÉE LAUDER:

THE SHADE EDIT

This campaign starts with a simple insight: people don’t just want to find a shade, they want to find their shade and then build a whole look around it.

The Shade Edit invites customers to curate their own signature look across Estée Lauder’s hero colour products, from Double Wear foundation to lipsticks and eye palettes, with tailored product pairings, dynamic content, and both digital and in-store moments that feel fresh, elevated and fun.

In-Store Activation

We’d bring The Shade Edit to life with a limited-time in-store experience: The Edit Bar.

The Edit Bar would see customers book a five-minute session with an Estée Lauder beauty advisor in store or in David Jones to create their custom look, complete with a digital profile they can take home via QR code. The Edit Bar would feature curated product pairings on display (e.g. "The Power Edit", "The Soft Matte Edit", "The Everyday Icon"), helping customers discover new combinations and shop with ease.

Customers walk away with mini samples of their edit (foundation, lipstick, fragrance pairing) and a digital card saved to their profile, allowing them to easily repurchase or explore their shade selection online.

Digital & Social Content

To support The Shade Edit through digital channels, we’d build out a digital content series on social media. The focus would be on real people, real looks, and iconic product pairings.

We’d collaborate with a mix of creators, from Australia’s top beauty experts to leading lifestyle creators, to build and share their own Edits, talking through how they wear them and why they work. Each piece of content would show how a simple product pairing can be worn effortlessly from daytime to nighttime.

In parallel, we’d launch an interactive feature within the Estée Lauder website, allowing users to build their own digital Edit. With built-in shade-matching tools and suggested pairings, customers could instantly add products to cart or save their look for later.

This content would roll out across Instagram, TikTok, YouTube Shorts and EDMs, with a focus on easy-to-follow steps, showcasing the Estée Lauder’s extensive product range and visual storytelling that feels elevated but accessible to the everyday consumer.

CRM & Loyalty

Every Edit would be saved to the customer’s online profile for retargeting and personalisation. Email flows could offer:

  • Early access to new shades based on past preferences

  • Surprise GWP tied to favourite Edit types

  • Tips & tricks to update their Edit seasonally

We could also gamify the experience with an "Edit Builder" loyalty program tier, where completing seasonal Edits unlocks exclusive products or invites to in-store events.

Why It Works

The Shade Edit is playful, premium and personal. It makes shade matching feel like self-expression, not a chore or something complex. It’s social-first, CRM-backed and designed to drive deepening education of Estée Lauder’s product range and overall long-term brand loyalty.

It’s an experience that meets people where they are - in-store, online, and everywhere in between.

It makes Estée Lauder feel more creative, modern and made for them.