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":"6839a1c4549265e54743387f8b544d5f","s":"90ce2beafab0b859"}
Share your thoughts. Click here