Estée Lauder’s New Campaign Rolls Out
My Shade, My Story
Celebrates diversity and inclusivity
US based Luxury cosmetic brand Estee Lauder recently rolled out it’s new campaign under the theme “My Shade, My Story,” bringing focus on its iconic Double Wear Stay-In-Place Foundation and core values of inclusivity, diversity, and self-empowerment.
Through a crisp, captivating and emotional narrative, the campaign features six trailblazers from diverse backgrounds with distinct skin tones including its global Brand Ambassador, Manushi Chhillar, body positivity and mental wellbeing advocate – Shraddha Gurung, fashion influencer- Masoom Minawala, painter & blogger – Manjari Varde, makeup artist and influencer Shantanu Dhope who is known for revolutionising societal norms, tearing down the confines of gender stereotypes and prejudice, to uphold the message that beauty knows no bounds and model, architect, and social media influencer Sobia Ameen who uses her quirky style of humor to lend a voice to social issues, forcing the world to relook, review and re-adjust their archaic definitions of acceptable.
Estée Lauder’s “Double Wear Stay-In-Place Foundation” has over 50 shades to match every need. Hence the campaign attempts to honor change makers who embrace their authenticity and draws a parallel by showing how the foundation effortlessly fits into their lives, perhaps even being a tool in their ‘feel naturally confident’ kit.
Dikshita Shukla, Brand Head, Estée Lauder India shared, “At the heart of the “My Shade, My Story” campaign is the idea that we all have a story to tell that is uniquely our own. Whether it is a story of confidence, courage, or inspiration, it is as unique to you as your own foundation shade. To bring this alive, we have brought together six distinctive individuals from diverse fields, to share their stories of perseverance and self-expression, culminating in a campaign that celebrates Estée Lauder’s brand values of inclusivity, diversity, and the beauty of individuality”
For Manushi Chhillar, Global Brand Ambassador Estée Lauder, this campaign marks a significant milestone since being appointed the new Global Spokesmodel of the brand in 2023.
“I’m honored to be a part of ‘My Shade, My Story,‘ a thought-provoking campaign that resonates with me in more ways than one!It is a powerful reminder that all skin tones are beautiful, and all journeys are inspirational. Estée Lauder’s Double Wear Stay-In-Place Foundation has always been my go-to product, which delivers a flawless finish that lasts all day. With over 50 shades available, it empowers everyone to find their shade and embrace their own story.” Said Manushi
The Estée Lauder Double Wear, Stay-In-Place Foundation debuted in 1997, is available in over 50+ shades and is meant to deliver 24-hour flawless coverage with a natural matte finish. The lightweight formula, promises immense staying power, controls oil, according to 89% users** and immediately smooths pores according to 91% users. ***
** Consumers testing on 115 consumers/women after using product for 1 week.
*** Consumer testing on 130 consumers after using product for 1 week.
Estée Lauder’s Double Wear range is available in-stores and online on Estéelauder.in, Nykaa, Myntra, Boddess, TIRA, TataCliq and Shoppers Stop and starts from INR 2,150.
Link to the campaign film – https://www.youtube.com/watch?v=rfMPj_MGa0E