The Brief: 
A campaign to introduce the all new Estee Lauder pore-blurring Double Wear Second Skin Cream Primer. A holistic primers family based on different skin type needs, and their perfect pairing foundation with benefits driven story.

This campaign aims to help current Estee Lauder users who encounter pain points of current foundation use that’s too dry, not enough SPF, insufficient oil control, not enough coverage/concealing, lacking glow luster. While positioning EL’s new primer as a hybrid SPF product with tone up effect, that’s long lasting and designed with formula specific for Asian skin type.

The Creative:
Estee Lauder's lightweight and luxurious primers provide a flawless base for every skin type and need. Soft finishes and silky textiles allude to exquisite fabrics and luxury. Shimmering, pearl and silk fabrics float elegantly as a metaphor for Estée Lauder primers, a flawless second skin that elevates your beauty.

The overall art direction focuses on rich and luxurious textures to deliver a minimalist and sophisticated style that represents modernity in pursuit of perfection. An ethereal aesthetic with a sense of weightlessness conveyed through a mixture of elegant fabrics symbolising the KSP of the products. The overall tonality is natural and elegant inspired by the product packaging themselves.