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":"344f1a5004334dd4ed0c05c142eef67a","s":"19465a26d427949f"}
Share your thoughts. Click here