Introduce Estée Lauder’s new Double Wear to the Italian market through an activation that builds awareness, encourages product trial and communicates its range of 54 shades in a way that resonates with local audiences.
Interpret “Made for more” through an entirely Italian concept built around one of the country’s most recognisable rituals: coffee. A partnership with the historic Pasticceria Cucchi gave rise to Double Wear Studio, a temporary space in central Milan where the different tones of the coffee blend became a metaphor for the foundation’s inclusivity. The Shade Bar offered one-to-one consultations and personalised shade matching, alongside tastings, an interactive Shade Wall, photo opportunities and a beauty gallery leading to masterclasses with the brand’s international make-up artists. Street activations, testers and gifting extended the experience into the surrounding streets, driving store visits and strengthening connections with the community.