Estee Lauder’s ‘My Shade, My Story’ Campaign: An Exploration of Inclusivity and Beauty Standards

Video link:https://www.campaignasia.com/video/estee-lauder-embraces-different-shades-of-beauty/484514

Being a man in today’s world means observing the ever-evolving standards of beauty, even if I’m not always the direct target. Estee Lauder, renowned for its prestige in the beauty industry, recently rolled out ‘My Shade, My Story.’ The campaign was launched in 2023. It caught my attention because I saw that beauty was not just for women but for everybody. Estee Lauder claims that we all have the right to beauty, regardless of our man or woman.

Brand Objectives from My Perspective: Estee Lauder was attempting something transformative from where I stand. They wanted to step beyond the traditional beauty norms and resonate with the diverse tapestry of society. Their goal, as I perceived, was not just to sell products but to broadcast a message: every shade of skin tells a unique story, and every story is worth celebrating.

What Actions Did They Hope for? Although I’m not the primary audience for their products, they wanted individuals, especially women, to see themselves in the stories shared. They aimed for their audience to wear their shades with pride, linking their narratives to their choice of foundation. The unspoken invitation was clear: share your story, wear your shade, and participate in this inclusive journey.

How Estée Lauder Crafted Their Message: The brand cleverly brought together personalities from varied backgrounds, each resonating with different audience segments. By presenting their tales intertwined with skin tone discussions, Estee Lauder told its audience that every shade has its charm, and behind each shade is a story worth listening to.

Content and Platforms from My Observation: The linchpin was a film crafted internally that revolved around each ambassador’s journey, highlighting their unique backgrounds and skin tones. I came across this on platforms like YouTube and Instagram. The influencer-driven approach, a strategy I’ve seen gain traction, ensured that the message permeated various audience segments.

Three reasons why I think it was successful

1. Highlighting Diversity: As someone who values representation and inclusivity, even from the sidelines, I appreciated Estee Lauder’s initiative to showcase diverse stories. It was a bold move that made many sit up and take notice.
2. Impactful Ambassadors: The personalities chosen were not mere figureheads; they brought their authentic experiences to the table. These stories, filled with perseverance and self-expression, added a layer of depth to the campaign.
3. Relatability is Key: Although I’m not the direct consumer, intertwining personal stories with product promotion was engaging. It allowed a broader audience, including individuals like me, to appreciate the message.

Overall

It is very successful. It caught my attention since I was not using any beauty products, and it gave me the idea that “we all have a story in beauty; the product was not only produced for women.