Estée Lauder
Services
Creative Strategy
Year
2024/ 25
In late 2024, I was brought in by Estée Lauder Studios to consult on the launch of Bobbi Brown's first locally produced brand campaign. A pivotal moment for the brand, this campaign marked a shift toward deeper cultural resonance and relevance with the UK audience.
My role was to lead strategic development at the earliest stage of the campaign, laying the groundwork for a concept that would feel emotionally intuitive while driving home the brand’s practical strengths. This meant distilling business objectives, brand DNA, and layered cultural insight into a direction that felt clear, actionable, and deeply human.
The Scope
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Audience Segmentation & Persona Development
Leveraging internal consumer insight and brand health data, the campaign began with a clear definition of the Bobbi Brown target - particularly within the millennial audience. The work moved beyond demographics to explore psychographic nuance, lifestyle context, and behavioural drivers, creating a foundation for more relevant and resonant storytelling.
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Cultural Positioning
The strategy repositioned Bobbi Brown’s core product pillars within the lives of modern women - bridging its legacy of wearable, reliable beauty with the demands of real, everyday routines. This cultural framing was essential in shaping a campaign that felt both aspirational and grounded.
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Strategic Messaging Principles
Defined a set of strategic truths - both emotional and functional - to anchor creative development. These principles were designed to offer direction without restriction, ensuring that the creative team could build freely while remaining tethered to audience insight and brand purpose.
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Channel Strategy
Developed a distribution framework to guide the rollout of campaign content across multiple touchpoints. Each platform was approached with tailored messaging guidance, ensuring consistency in narrative while allowing for contextual flexibility and platform-native execution.
The Highlights
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Delivered full strategic framework for Bobbi Brown UK’s first locally produced brand campaign.
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Developed audience segmentation rooted in psychographics, lifestyle, and behavioural insights.
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Defined strategic messaging principles to guide creative development across 50+ assets.
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Provided channel-specific rollout recommendations across Meta, YouTube, BVOD, and VM.
A Personal Note
"This project was a defining one - not only because of its scale and the brand name, but because it captured the essence of what I aim to bring to every client partnership: strategic clarity that empowers creative teams to do their best work. The goal was never to redirect the creative vision, but to provide the structure and insight it needed to flourish. That balance - between strategy and artistry - is where I believe the most impactful work lives".
