With C-suite leaders from iconic brands keynoting sessions, leading workshops and attending networking events, Brandweek is the place to be for marketing innovation and problem-solving. Register to attend September 23–26 in Phoenix, Arizona.
Nicole Richie’s claim to fame a few decades ago centered on her connected-at-the-hip relationship with debutante Paris Hilton, her co-starring role in their outlandish Fox reality show and her ability to crush the nightclub scene.
Times have changed.
The actress—who’s also an entrepreneur, producer, bestselling author and creative director of her fashion brand, House of Harlow 1960—still loves “a sparkler moment” and bottle service, just not in the early oughts kind of way.
Richie explains that she’s left her party princess days behind in a new campaign for Estée Lauder from agency Shadow. Commercials introduce a place called “the night night club” that winks at Richie’s former persona while touting sleep, self-care and new beauty potions.
In two 30-second spots, one launching today, the premium brand adds a dose of levity to a traditionally staid category and departs from its usual product-centric message.
Connecting in a competitive industry
Estée Lauder is “prioritizing emotive connection to break through as a science-led beauty brand” in a crowded and competitive segment, according to Cyndi Pierre, executive director of consumer marketing and public relations.
The industry’s marketing “is rife with competing claims and percentages of efficacies, but in seconds, do you remember how the brand makes you feel?” Pierre said. “We wanted to lean into the power of wit and conversational truth to help capture attention.”
Richie, in a zoom chat with ADWEEK, called Estée Lauder “a timeless brand” that’s had “a permanent place on my bathroom counter since my 20s.”
