Estée Lauder launches global campaign with Kristen Bell

Estée Lauder has launched a new global advertising campaign called "Beauty Sleep Dupe." The campaign features actress Kristen Bell and promotes the company's Advanced Night Repair Serum. The product is marketed as a solution for people who do not get enough sleep, claiming it can help repair their skin. The campaign includes two 30-second video ads. In the first ad, Bell, who describes herself as a "chronically awake" mom, tries the serum. She finds herself repeatedly waking up with smooth skin, despite not sleeping enough. The ad highlights the benefits of the serum, indicating it can mimic the effects of a good night's sleep. This initiative coincides with Sleep Awareness Week and follows the appointment of Matthew Walker as Estée Lauder's sleep science advisor. The ads aim to resonate with younger audiences, especially millennial mothers, who relate to the challenges of insufficient sleep. Estée Lauder's strategy includes a focus on "night skin science" and appeals to the growing trend of "dupe culture," where brands offer affordable alternatives to high-end products. However, at $128 for a 1.7oz bottle, some may still view the serum as pricey. Meanwhile, Estée Lauder is undergoing a restructuring plan that includes job cuts and increased advertising spending. The company has recently reported a decline in net sales, and it is exploring new strategies to better connect with younger generations while not neglecting older consumers.