Estee Lauder Targets a New Generation of Consumers With Global Fragrance Launch
Estee Lauder is launching a new fragrance, Glimmer Eau de Parfum, at key retailers around the world this month. The launch is supported by a campaign designed to inspire optimism, foster community engagement and connect with younger Gen Z and Millennial consumers.
The company tapped singer and actress Hailee Steinfeld and her singing voice to bring the campaign to life across TV, print, digital, in-store and out-of-home beginning on July 30. The global effort centers on everyday "glimmers" — small moments of joy, hope and connection — that the company says inspired the prestige fragrance and position it as a premium, aspirational scent for modern consumers.
“Hailee is the embodiment of what Glimmer represents; she is confident, has a contagious sense of joy and understands the power of connecting with her community,” Justin Boxford, Estee Lauder’s global brand president, said in a media release.
The brand is rolling out Glimmer to key global retailers starting Aug. 16, with initial online availability on EsteeLauder.com beginning Aug. 6. Retail marketing materials will feature Steinfeld’s image and vocals as central elements, reinforcing the fragrance’s theme across physical stores.
In-store activations include branded displays featuring Steinfeld alongside the fragrance's embossed bottle with a gold cap.
The campaign video features a cover of Steinfeld’s song, “Feeling Good,” as well as clips of her finding moments of glimmer in her day. Interactive or sensory elements that tie into the scent’s “glimmers” concept also encourage shoppers to associate the fragrance with positive emotions.
“Consumers have grown up with Hailee and have followed her journey from a young actress to an accomplished multi-hyphenate artist and cultural force,” Boxford added. “Her authenticity, creativity and ability to inspire audiences across generations make her the perfect ambassador for Glimmer.”
Company research found that 87% of global consumers are interested in fragrances that deliver emotional or physical benefits in addition to scent. According to the company, Glimmer was created to reflect the "small, mood-shifting moments of joy today's consumer is craving."
“Glimmer taps into this growing desire for scent as both experience and self-expression,” per the release.
