MADE FOR MORE
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OVERVIEW
Travel retail had become overly transactional, with duty-free shoppers arriving with pre-planned lists rather than discovering new products at the shelf. Estée Lauder needed to transform the airport experience into a genuine cultural moment. The booming Stanley tumbler phenomenon among Gen-Z and Millennial travelers offered a rare lifestyle synergy, aligning directly with the premium, on-the-go audience Estée Lauder aimed to engage.
THE STRATEGY & FUNNEL
We executed the travel retail industry's first exclusive Beauty x Stanley collaboration, turning functional products into collectible lifestyle statements:
- Co-Branded Product Design: Custom Stanley cups in Cream Gloss and Rose Quartz were color-matched to the iconic Double Wear foundation palette, paired with a custom sleeve and limited-edition collector gift box.
- Targeted Regional Digital Media: Launched a precision digital campaign across 7 APAC regions to intercept travelers during both the pre-trip planning and in-transit travel phases.
- KOL & Influencer Network Amplification: Leveraged Stanley’s network of 112 brand-affiliated KOLs alongside Estée Lauder's channels to drive viral social reach across key Asian markets.
CREATIVE & EXECUTION
The visual campaign ("Made for More / 持妆随行 每刻尽兴") blends jet-set luxury aesthetics with warm pastel tones. Featuring departure-board displays, luggage tags, and sleek tumbler-and-foundation pairings, the creative frames long-wear beauty (Double Wear) alongside hydration as the ultimate travel-ready lifestyle duo.
KEY RESULTS
9.8M
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