Glimmers, Estée Lauder’s first major women’s fragrance launch in a decade, is banking on Gen Z and younger millennials (who else?) to buy into the brand. The ad was created in-house, while WPP Media – which won the Estée Lauder Company’s consolidated global media earlier this year – is in charge of making it work.
Hailee Steinfeld, the actress who won an Oscar nomination for True Grit at 14 and recently starred in quadruple Oscar-winner Sinners, has been recruited to draw in the right audience. Here, she and her gal pals hang out and luxuriate in their own youth and beauty as they enjoy happy “glimmers” of warmth and connection.
Jonathan Parsons, marketing director at Estée Lauder, said: “Glimmers is designed to celebrate the small but positive moments that can shift how you feel and move through the day. The campaign is about introducing a new generation of Estée Lauder fragrance while creating fresh, unexpected ways to connect awareness with intent across the full journey.”
Director Nathan Copan, who seems to be trusted with most of the company’s perfume ads, has created something that’s still very recognisably of its genre: wafting curtains, hazy lighting, women luxuriating, and a pulsing soundtrack. Steinfeld is also a singer and has recorded a version of Nina Simone’s 60s hit, I Feel Good, as the soundtrack.
For Glimmers, Copan has added in a dose of youthful energy which, combined with WPP Media’s approach (described as combining “prestige, emotional impact and precision at scale”) should be able to convince people to buy into the dream.
MAA creative scale: 7
