Estée Lauder – Double Wear
Double Wear or Nothing. A new story for an iconic foundation.
What happens when an iconic product stops being part of the conversation?
Double Wear had decades of history—but to reach a new generation, we needed to make it feel like a statement, not a staple. We created a new platform that distilled longevity into bold simplicity. Not just longwear. Long-form relevance.
Role: Art Director (Spring Studios)
Client: Estée Lauder – Double Wear
Deliverables: Global campaign concept · Platform development · Toolkit + tone of voice
Reach: Worldwide rollout (OOH, digital, retail, social)
Result: Multi-year platform used globally with strong adaptation across markets
Legacy Meets Culture
The challenge? Make a heritage product feel like a decision—not a default. We partnered with strategy and insights teams to understand Double Wear’s emotional legacy and reposition it with clarity and cultural relevance.
The Platform – 'Double Wear or Nothing'
The line started as a whisper in a moodboard and became a mantra. A rally cry.
It paired simplicity with strength—grounding the product’s benefits in something emotional, memorable, and globally scalable.
Results & Press
Platform ran globally across all major markets for several years
Repositioned Double Wear for younger, more diverse audiences
Supported retail, press, and social rollout
Became a reference for how to modernise a hero SKU without starting from scratch