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Estée Lauder is making sports a full pillar of its marketing as it aims to introduce one of its most famed products, its Double Wear Foundation, to a new and more diverse generation of fans.
To do so, the brand has released a 30-second ad spot dubbed “Game Day, Your Way,” running on Prime Video and social media channels. Notably, Estée Lauder launched on Amazon at the end of October. “We’ve been on a journey. This is year two of our ‘Game Day’ platform, … and we’re looking to build this over the next few years in North America,” said Jenny Johns, the brand’s vp of marketing.
Estée Lauder has been working to make a mark in sports — specifically in football and basketball — and is approaching its corresponding marketing plan seasonally. In the spring, it tied marketing to the WNBA, and then, in the fall and winter, it activated around the NFL. Past partnerships have included a 2023 “Game Day Your Way” spot featuring WAG Kelly Stafford and broadcaster Cari Champion during football season. And, in the spring of this year, it partnered with WNBA star Cameron Brink of the Los Angeles Sparks.
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English (US) ·