- Estee Lauder pokes fun at actress, designer and entrepreneur Nicole Richie’s past party-girl persona for the launch of its new Advanced Night Repair products, Revitalizing Supreme+ Night Power Bounce Creme and Advanced Night Repair Overnight Treatment.
- The new campaign, titled “Night Night Club,” highlights how nighttime priorities evolve over time and is centered around a video depicting Richie getting “bottle service” in the form of Estee Lauder’s products.
- The campaign will roll out in two phases, August 1 and August 29, across social media and digital channels, Taxi TV, OTT streaming and out-of-home placements.
“The ‘Night Night Club’ was the perfect way to showcase Estée Lauder’s leadership in the night skincare category while driving conversation around a shared experience,” said Cyndi Pierre, executive director of consumer engagement of North America for Estée Lauder, in a release. “Nicole Richie has a unique and relatable perspective to share with consumers.”
The video depicts Richie in a living room, looking as if she is preparing to go out for the evening when two individuals enter the room with a basket and a lit sparkler. Richie says she is impressed, but adds that she “doesn’t really go out anymore.” The individuals reveal that rather than high-end alcohol, they are bringing Richie the new Advanced Night repair products. After applying the product she goes to bed and the scene cuts to the next morning, and Richie proclaims the product went “all out… I mean, look at me. Is it 2007 again?”
“In the last few years, I’ve realized I need products that work harder for me and do more for me at night – whether I’m out late or cuddled up at home.” Richie said, in a release.
Richie, the daughter of singer and entertainer Lionel Richie, rose to fame before Nepo-baby was a thing in the early 2000s as a star of the reality television series The Simple Life alongside her friend and fellow socialite Paris Hilton. During the series’ run (2003-2007), Richie’s personal life, which included DUI arrests, attracted nearly as much attention as her on-screen escapades.
