Life is too important to go at it half-heartedly. For Estée Lauder’s iconic Double Wear franchise, we envisioned a bold, lasting platform: Double Wear or Nothing. It’s more than makeup—it’s a manifesto for ambition and self-belief. Built on a foundation of resilience and radiance, this global platform celebrates women who demand the best—from their beauty products and from life itself.
Our initial pitch at Spring Studios won Estée Lauder’s confidence and set the tone for the Double Wear franchise. We created a dynamic suite of influencer-led content showcasing ambitious, self-assured women from diverse cultural backgrounds, each embodying the #DoubleWearOrNothing attitude. The narrative copy championed self-belief, positioning Double Wear as the go-to foundation for a flawless, unstoppable life.
Double Wear Light
Captured amidst the sun-bleached landscapes of Joshua Tree, this campaign redefined the iconic Double Wear attitude with a carefree, light, and confident aesthetic. Sheer fabrics moved with the desert breeze, echoing the breathable, natural finish of Double Wear Light. Our Estée Muses embodied a new era of effortless beauty—soft, radiant, and ready to glow. This was Double Wear reimagined for those who want it light, but lasting.
Double Wear Matte Powder
Set against the energetic backdrop of New York, Double Wear Matte Powder celebrated the unstoppable spirit of modern life. Captured at Lincoln Square, our three Estée Muses—sophisticated urbanites—each represented a distinct beauty need, from long-lasting coverage to versatile touch-ups. The narrative followed them from day to night, showing how Double Wear Matte Powder Foundation is the ultimate versatile beauty essential. The attitude? A matte that keeps up, wherever she goes.
