Fragrance and personal care
June 11, 2021
Ana De Armas is the face and voice of the brand’s latest love campaign. Image courtesy of Estée Lauder
By Nora Howe
Beauty brand Estée Lauder is reimagining the concept of fragrance marketing through its “Dare to Love” digital campaign powered by audio-based creative storytelling.
{"ct":"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","iv":"f39484f6a7d0f831a3ed7212168e5305","s":"6c44e2af5352feba"}
Share your thoughts. Click here