Estée Lauder's launch
For the launch of Estée Lauder’s new Advanced Night Repair Eye Lift + Sculpt, we set out to do more than show results. We wanted to celebrate the women who embody them.
Together with Estée Lauder, we created a premium video series for Meta, featuring four inspiring women from the Netherlands and Belgium, each sharing her own story of confidence, beauty, and aging with grace.
AUthority, confidence, trust
The goal: raise awareness and build recognition for Estée Lauder’s most advanced eye innovation yet, while showing what “the science of cosmetic procedures” can look like in everyday life.
For Gen X and mature Millennial women, beauty is no longer about perfection. It is about power, presence, and feeling in control of how you age. While many skincare ads still speak in clinical or idealized tones, this audience values authenticity and relatability. Our approach had to reflect that shift.
We told real stories that connect emotionally, while grounding them in the science and expertise Estée Lauder is known for. We combined emotional storytelling with dermatological credibility. Each video focused on a different dimension of confidence, mirroring the product’s promise to remodel four dimensions of the eye area: inner, outer, upper, and under.
Native to the feed
We selected a mix of creators from both markets. Alongside Estée Lauder’s long-term ambassadors Tooske Ragas and Sophie van de Vyver, we introduced two new voices with a dermatological background to strengthen the campaign’s authority and trust.
All content was designed for Meta, optimized for paid amplification across NL and BE, and crafted to feel both cinematic and native to the feed.
Through her eyes
The series, titled “Through Her Eyes”, offered a docu-style glimpse into the daily routines and reflections of women aged 40 to 60.
From morning rituals to intimate self-care moments, each story highlighted how beauty evolves with experience. Creators shared their personal relationship with self-confidence and skincare, while seamlessly integrating the Eye Lift + Sculpt.
Every frame balanced softness with strength, showing that anti-aging can be empowering, not pressured. Running across the Netherlands and Belgium, the campaign reached over 10 million people in just a few weeks, achieving exceptional engagement and completion rates.
More importantly, it sparked genuine conversation around aging gracefully and taking pride in care. For Estée Lauder, this campaign elevated awareness while strengthening the brand’s reputation as a leader in scientific innovation and timeless beauty.
What's in it for the marketer?
Estée Lauder proves the power of emotional credibility, where science meets storytelling. By pairing dermatological authority with a deeply human message, the brand moved beyond product benefits to purpose.
The insight? Consumers don’t just buy skincare; they buy how it makes them feel. When expertise meets empathy, you don’t just build trust, you build lasting relevance.
