US-based beauty giant Estée Lauder is powering its latest skincare launch with a multicultural themed ad featuring its three most recently signed models. This ad campaign intends to convey with both products and advertising images that diversity is beautiful.
Scheduled for a June release, Joan Smalls, Liu Wen and Constance Jablonski will appear together in the key advertising for the brand’s new skincare launches – Idealist Even Skintone Illuminator and Idealist Cooling Eye Illuminator. The range launch first in North America in June, followed by a European launch in July and a rollout to the remaining markets through September.
“Estée Lauder always used to say that any woman can be beautiful, and she expressed that in many ways, including through advertising,” says Aerin Lauder, senior VP and creative director for Estée Lauder. “This campaign is a modern interpretation of some of the most memorable ads Estée created over the years. Joan, Liu Wen and Constance are all global beauties who will help us express all facets of beauty and write a new chapter for the brand,” she added.
Packed with Triple-Optic Technology and Vitamin C, Idealist Even Skintone Illuminator is a fast-acting serum designed to address all key signs of uneven skin tone for all ethnicities, while Idealist Cooling Eye Illuminator, a product with two shades, addresses dark circles and puffiness for all skin tones. Anti-irritants licorice and gentian are intended to minimize the visible irritation that can cause redness, as well as contribute to the formation of dark spots. The Cooling Eye Illuminator uses the Triple-Optic Technology for immediate results, as well as the proprietary Dark Circle Correcting Complex, which uses pinoxide and magnolia extract in conjunction with a cooling ceramic applicator to reduce under-eye puffiness.