ESTÉE LAUDER DOUBLE WEAR PR EVENT
Year: 2019
Company: Clozette
Location of Event: Miaja Gallery
The main purpose of this event was to showcase the Double Wear Make Up 7 unique selling points (USPs), their foundation shades range, along with Estée Lauder Double Wear’s 2019 global message (#WearConfidence and #GetCloser) and localised assets featuring 4 celebrity muses (Sonia Chew, Eswari Gunasagar, Nadiah M Din, Xixi Lim).
Estée Lauder Double Wear's 7 USPs are:
-24-Hour Non-Creasing
-24-Hour Non-Settling
-24-Hour Non-Caking
-24-Hour Non-Poring
-24-Hour Non-Crack
-24-Hour Color True
-24-Hour Long Wear
To showcase the above, Clozette conceptualized the Estée Lauder Double Wear Make Up Playroom - bringing to life an experiential 24 Hours Day to Night journey with various Instagram worthy zones fused with the brand’s messaging, encouraging social awareness and coverage for 90 influential guests.
In addition, a Fire-Side Chat was created during the Media Session to introduce and get closer to the 4 celebrity influencers who was featured in the local Double Wear campaign video.
The Event Conceptualization Strategy:
First of all, to showcase Estée Lauder's foundation shade range, we decided to build the Estée Lauder Double Wear Make Up Playroom in colors of their foundation range only.
After finalizing the look of the event venue, to come up with activities to showcase Double Wear's key message is it's "24-Hour" efficacy, we decided to do an experiential Day to Night journey with various Instagram worthy zones.
When guests first enter the venue, they will first see a branded photo wall as an introduction to the event.
After going past the curtain, that is where the true event experience of "day" to "night" begins. As they go along the stations, the background color will become increasingly darker to signal the "time" of the day. In the first station: "Wake Up To Makeup", it tells the story of a women starting her day by applying makeup. As this station, Estée Lauder's team of makeup artists help guests identify which shade of double wear foundation they are wearing and explain the product's USPs to them.
As the day progresses, guests will find themselves at the next station: "#1 Flawless Companion", which tells the story of how double wear makeup can last you through the day even while doing strenuous activities.
Once night falls, guests will find themselves at the third station: "Tune Up Your Confidence", which tells the story of how you can stay confident with Double Wear even after a full-day.
To end their journey, they will find themselves at a slow-mo video booth to capture their confidence, even with a close up shot. This will be sent to event attendees immediately for their own keepsake and sharing.
