Lift Your Beauty Routine

To help Estée Lauder recapture the female 35+ beauty audience with their new Revitalizing Supreme+ Collection, I created a bespoke 360 partnership with Dancing on Ice - securing the brand as the show’s first ever beauty partner.

The creative hook, “Lift your beauty routine’, acted as the red thread in the partnership - playing on the skating pairs who perfect their routine every week and the Estée Lauder “power pair” products that can help you perfect your skincare routine, helping build confidence for 35+ women.
This partnership included product placement both around the rink and in the make up room, a VOD ad that drove viewers and fans of the show to purchase the products, and plenty of engaging social content.

We conducted a post-campaign survey with ITV viewers and non-viewers and the partnership yielded fantastic results and increased all brand metrics for Estée Lauder - Consideration +22%, Recall +53%, Positivity +20%.