- Estée Lauder has tapped Kristen Bell for a new campaign promoting its Advanced Night Repair serum as a kind of “Beauty Sleep Dupe”.
- The effort plays on the trend of beauty brands creating dupes of other brand’s products, by duping nature instead with a product that claims to do the work of sleep itself.
- The campaign is running in March, a month that celebrates Sleep Awareness Week and World Sleep Day. The campaign was created in conjunction with the brand’s agency SHADOW.
“Our Beauty Sleep Dupe campaign strategically addresses the universal concern of sleep deprivation and its impact on the skin, offering a tangible solution with Advanced Night Repair’s new claim of visibly repairing sleep-deprived skin in three nights,” said Jennifer Johns, vice president of marketing at Estée Lauder. “We also aimed to innovatively tap into ongoing conversations around dupe culture by uniquely duping the undupable – beauty sleep, and reinforcing our leadership in night skin science.”
Johns explained that the brand wanted to create a culturally relevant and engaging experience which led them to Kristen Bell, “whose authenticity and relatable lifestyle resonate deeply with our consumers,” Johns continued. “At Estée Lauder, we’re committed to meeting evolving consumer needs while reinforcing the proven efficacy of Advanced Night Repair – the only beauty sleep dupe.”
The effort is targeting beauty enthusiasts and people with busy schedules and poor sleep habits. “With the Beauty Sleep Dupe Campaign featuring Advanced Night Repair Serum, we’re offering an alternative—helping them experience the benefits of ‘beauty sleep’ even when they can’t get their full 8 hours,” Johns added. “Our goal is to provide a trusted, high-quality solution for those looking to elevate their skincare routine and address their sleep challenges.”
