Mumbai, May 15th, 2023: With a legacy spanning over 75 years in the beauty industry, Estée Lauder is thrilled to unveil its latest campaign, “My Shade, My Story,” a celebration of its iconic Double Wear Stay-In-Place Foundation. Imbibing unwavering commitment to its core values of inclusivity, diversity, and self-empowerment, Estée Lauder proudly presents a campaign poised to set the beauty industry ablaze. Through a captivating and emotional narrative, the campaign features six trailblazers from diverse backgrounds with distinct skin tones to represent Estée Lauder’s #1 selling “Double Wear Stay-In-Place Foundation” that boasts over 50 shades to match every story, no matter how unique they are! The campaign honors change makers who embrace their authenticity by showing how the foundation effortlessly fits into their lives, empowering them to feel naturally confident.
The campaign features Global Brand Ambassador, Manushi Chhillar, who has inspired millions with her grace, warmth, and humility along with five thoughtfully picked stalwarts from different walks of life, who have proudly charted their professional and personal journey. Shraddha Gurung, a powerful advocate for body positivity and mental well-being, has forged a realm of beauty that defies conventional standards. Meanwhile, Masoom Minawala, a formidable force, has propelled India onto the global fashion map, making an indelible impact and empowering women along the way. With her quirky trademark style, Manjari Varde puts a whimsical spin on the traditional mother-in-law and daughter-in-law dynamic, adding her own vibrant touch to her videos. With unwavering courage, Shantanu Dhope revolutionizes societal norms, tearing down the confines of gender stereotypes and prejudice, to uphold the message that beauty knows no bounds. Finally, Sobia Ameen uses her quirky style of humor to lend a voice to social issues, forcing the world to relook, review and re-adjust their archaic definitions of acceptable. Each of these champions have created a distinct personal and professional story that is brave, unique, and completely authentic. Thus, making them the ideal choice to lead a campaign that encourages individuals to celebrate their story in their own unique shade.
“At the heart of the “My Shade, My Story” campaign is the idea that we all have a story to tell that is uniquely our own. Whether it is a story of confidence, courage, or inspiration, it is as unique to you as your own foundation shade. To bring this alive, we have brought together six distinctive individuals from diverse fields, to share their stories of perseverance and self-expression, culminating in a campaign that celebrates Estée Lauder’s brand values of inclusivity, diversity, and the beauty of individuality” said Dikshita Shukla, Brand Head, Estée Lauder India.
For Manushi Chhillar, Global Brand Ambassador Estée Lauder, this campaign marks a significant milestone since being appointed the new Global Spokesmodel of the brand in 2023.
“I’m honored to be a part of ‘My Shade, My Story,’ a thought-provoking campaign that resonates with me in more ways than one! It is a powerful reminder that all skin tones are beautiful, and all journeys are inspirational. Estée Lauder’s Double Wear Stay-In-Place Foundation has always been my go-to product, which delivers a flawless finish that lasts all day. With over 50 shades available, it empowers everyone to find their shade and embrace their own story.” Manushi Chhillar shared her thoughts on the campaign launch.
The Estée Lauder Double Wear, Stay-In-Place Foundation has been a revolutionary addition to the beauty industry, with its fan base consistently expanding since its debut in 1997. Today, it has become the brand’s top-selling liquid foundation and an absolute favorite amongst makeup artists and beauty enthusiasts. Offering the ultimate foundation experience, the iconic Double Wear Stay-In-Place Foundation is available in over 50+ shades. It has proven to deliver 24-hour flawless coverage with a natural matte finish. The lightweight formula, loved by 93% of users*, glides on effortlessly. With immense staying power, it controls oil, according to 89% users** and immediately smooths pores according to 91% users. ***
Estée Lauder’s Double Wear range is available in-stores and online on Estéelauder.in, Nykaa, Myntra, Boddess, TIRA, TataCliq and Shoppers Stop and starts from INR 2,150.
Link to the campaign film – https://www.youtube.com/watch?v=rfMPj_MGa0E
