Plans are back. Yet in the wake of the global pandemic smart brands are recognising just how shut-in and anxious consumers are feeling as we emerge tentatively from lockdown. It’s a trend reflected in Estée Lauder’s partnership with VIRTUE and Refinery29, which aims to encourage young people across the country to change up their routines and boost their confidence.

Emmanuelle Noyer, Vice President and General Manager at Estée Lauder UK & Ireland, explained: “We are committed to ensuring that young generations enjoy a positive relationship with the way they look, raising their self-esteem and realising their full potential. By partnering with VIRTUE and Refinery29 we want to create a perspective shift and support young women in re-building their confidence as we look ahead to brighter times.”

Build yourself back better

The campaign comes at an inflection point for beauty brands. With lockdown restrictions easing, fashion commentators have quipped that consumers will either continue to be wedded to their leisurewear, or instead dress like they are going to the Met Gala when they finally emerge from lockdown. While for beauty brands the opportunity is there to capitalise on consumers’ new routines in a real world devoid of the healthy glow provided via a Zoom filter. 

The ‘Double Take’ campaign will include live workshops and dedicated content on Refinery29. The project also aims to support emerging talent from across the industry and provide them with a platform to share their expertise and inspire others. This multi-layered approach to promoting Estée Lauder’s Double Wear foundation range underlines the need for beauty marketing to be more than skin deep in a post-pandemic world. 

Wren Graham, Senior Creative at VIRTUE Northern Europe, added: “Worry and self-consciousness can still hold some young women back from fulfilling their true potential. With this campaign we want to encourage them to reframe their expectations by freeing them from the constraints of perfection and helping them to live life on their terms.”

Live streams will run on Friday 9th April and will include a ‘fierce-movement’ inspired morning workout to help the audience face the day ahead. The unique facial workout will be devised by Benjamin Milan, a leading Vogue dancer and Ayanna Birch-Bailey a facial muscle expert.

Another workshop has been designed to help women voice themselves more confidently. Led by professional public speaker Adah Parris and Oenone Forbat, comedian and podcaster, they will address both the physical and psychological sides to making yourself heard.

A ‘Dare to Pursue’ session will include three female experts, Elizabeth Uviebinene, co-author of Slay In Your Lane, Kesang Ball, Founder of Trippin and F*ck Being Humble Founder, Stefanie Sword-Williams. Each will cover a specific field while also answering the audience’s most pressing questions about business. They will cover topics such as pitching, networking, entrepreneurial attitude and personal-branding, aiming to boost the audience’s self confidence in their own ability.

Tune in to watch the livestreams here: https://www.instagram.com/refinery29uk/