Luxury Daily
Estée Lauder ‘dares to love’ with audio-focused programming
June 11, 2021
Estée Lauder is also hoping to amplify notable voices from diverse backgrounds and real life love stories from top creators. Earlier this year, the brand released the “Beauty In Me” video campaign, featuring Black women who are part of the Estée team who shared their thoughts on inclusive beauty. The beauty brand is trying to be more forthcoming about their inclusivity and diversity efforts as consumers become more values-oriented and public discussions around social justice become less taboo ( see story ). Continuing the “Dare To Love” narrative, the beauty brand tapped into influencer marketing engine YouTube BrandConnect to excite and engage consumers at-home or on-the-go through customized video-based storytelling that continue to promote the inclusive love stories. Featuring talent such as Kaelin and Kyrah, who have 1.83 million subscribers to their channel and Madilyn, who has 8.7 million subscribers, Estée Lauder is able to engage with new consumers in an authentic way through custom videos that speak to this reimagined and evolved concept of love. For their 12-minute sponsored video, Kaelin and Kyrah discussed how they found their purpose in life, how others may find and fall in love with their purpose. The video begins with couple introducing and describing the Beautiful Magnolia eau de parfum. Since being published May 19, the video has exceeded 15,450 views and more than 1,000 likes. [caption id="attachment_330779" align="alignnone" width="465"] Beautiful Magnolia eau de parfum. Image courtesy of Estée Lauder[/caption] Estée Lauder debuted the “Dare to Love” campaign with a short film starring its global ambassador, offering a fresh perspective on spring romance. Through a montage, the vignette shows cas