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Flagship brand’s platform debut includes exclusive virtual foundation tool and extension of its “Game Day, Your Way” ad campaign to Prime Video.
October 23, 2024
By: Christine Esposito
Estée Lauder—the flagship brand of The Estée Lauder Companies—is now sold through the US Amazon Premium Beauty Store. The brand, a department store staple founded in 1946, is also debuting a virtual foundation tool, exclusive to Amazon.
“The launch of Estée Lauder in Amazon Premium Beauty marks a huge milestone for our brand as we bring our high-performance products and advanced skincare science to Amazon customers in the US,” said Justin Boxford, global brand president, Estée Lauder. “We are excited to introduce our night science expertise, skin tone authority and iconic fragrances to Amazon’s highly engaged, multi-generational beauty community, providing them with an elevated, high-touch experience to discover our best-in-class hero products.”
“Throughout 2024 we have been working with The Estée Lauder Companies to launch several of their unique and cherished beauty brands in Amazon Premium Beauty, with the launch of Estée Lauder’s flagship brand today as a particularly significant milestone in that journey,” said Melis del Rey, general manager, beauty, baby, and beauty technology, Amazon US Stores. “Amazon Premium Beauty brand stores allow brands to share what makes them special. We worked with Estée Lauder to build an innovative Beauty shopping experience that reflects the brand’s storied sophistication and telegraphs the magic that has made their products so prized by customers since 1946.”
In addition to the retail debut, Estée Lauder is extending its “Game Day, Your Way” campaign on Prime Video. The campaign will highlight the “Beauty of Performance,” connecting the impact of women in football and the powerful benefits of the brand’s Double Wear Stay-In-Place Makeup.
The ad will air throughout fall 2024.
“We’re tapping into the cultural zeitgeist when it comes to female sports fandom and we are thrilled to marry our Game Day, Your Way sports marketing initiative with the launch of our US. Amazon Premium Beauty store,” said Fiona Sainty, SVP/GM, Estée Lauder and Aerin Beauty North America. “By advertising on Prime Video, we know that female fans and beauty lovers will be excited to see themselves represented on the screen between plays with their favorite teams. Beyond this, we are collapsing the consumer journey by leveraging Prime Video to reach Amazon customers with our new storefront. It’s a win-win.”
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