Nicole Richie’s Reformed Party Princess Stars in New Estée Lauder Ad

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.”

Although she doesn’t normally shill for projects other than her own, Richie said it was an easy decision to work with Estée Lauder because “it’s a brand I trust.” She also connected with the creative concepts and added flourishes of her own during the recent Los Angeles shoot.

“The New Bottle Service” has Richie accepting a delivery of Advanced Night Repair Serum and Advanced Night Repair Overnight Treatment. While it mimics a high-end club ritual—complete with sparklers and servers—Richie stays put in her bedroom, drenches her skin with product and reaps the glowy benefits.

A second ad, dropping Aug. 29, includes a dream sequence and a disco party where Richie “got to show off my very impressive dance moves,” she said, noting in her self-deprecating way that viewers “will probably be intimidated.”

Poking fun at past selves

It’s not that Richie is a wallflower these days—she says she still likes to hit the town with her friends, on occasion. But partying into the wee hours is no longer her calling, and she’s zen with that.

“We all go through so many stages and chapters in life, and I have to be able to look back on it and laugh and just have a take, like, life isn’t going to be the same,” Richie said. “I think we have to enjoy and celebrate and even poke fun at our past selves.”

The multi-hyphenate was a good choice for Estée Lauder because the brand looks for “multidimensional female voices who move and impact culture, love family and are creating and leading business ventures,” Pierre said. Richie fit the bill because “she’s spirited and has a strong sense of self that is aspirational and relatable.”

Up next for Richie: She’s starring in an indie comedy called Summer Camp. And she said she is currently shooting a project with Hilton for streaming service Peacock. Details of the show haven’t been disclosed, but Richie called it a reunion special, not a reboot of The Simple Life.