Made for More
Context
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
- Targeted Regional Digital Media:
- KOL & Influencer Network Amplification
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.
Solution
We built a new operating model for travel retail growth, connecting data, media, and conversion into one coordinated system designed to move demand from digital intent to physical purchase.
- Triple-Partite Growth Model: Established a first-of-its-kind collaboration between China Duty Free Group, Estée Lauder Companies, and Helios, aligning retail intelligence, media investment, and operational execution under one shared performance framework.
- 1st-Party Data Activation: Leveraged China Duty Free Group’s direct sales data and category insights to sharpen targeting, improve efficiency, and identify high-potential traveler segments with greater precision.
- WeChat RTB Performance Engine: Activated a real-time bidding ecosystem on WeChat built specifically for conversion, using dynamic creative optimization, daily bidding adjustments, and responsive targeting strategies.
- Intent Manufacturing Upstream: Repositioned media from passive awareness to active demand generation, reaching travelers during high-intent pre-departure moments before they arrived in-store.
- Continuous Optimization Loop: Ran the campaign as a living system, constantly refining creative, audience performance, and spend allocation to maximize return and sales contribution over time.
Results
Key Results
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