- Estée Lauder has dropped its new social-first “Guilty as Skin” campaign, starring Emmy-nominated comedian and actor Bowen Yang alongside Emmy-winning and Tony-nominated actress and singer Ana Gasteyer.
- In the humorous spot, Yang toils with sharing Estée Lauder Advanced Night Repair with his group chat. In the ad, Yang feels guilty for gatekeeping the product so that only he can have the most glowy skin in the room and discusses it in therapy.
- The campaign, created in conjunction with Shadow, dropped first on Yang’s Instagram page and is also running on digital, social, connected TV and retail platforms.
The strategy behind the ad is centered around research that the group chat has become an important part of the beauty purchase journey. The agency reported that 85% of consumers consult their group chat before making a final call on a purchase.
The brand wanted to have fun with this insight that friends consult each other for recommendations before making a purchase and decided to bring this to life through this playful ad.
