To launch the local Instagram page, Estée Lauder introduced their DayWear Matte Moisturizer, developed specifically for the South African market. The campaign that 5TUDIO produced comprised representative product shots, lifestyle stills and a series of inspirational videos reflecting the diversity of South Africa and in turn making the brand visual language relevant to the local market.
Casting and Influencer Brief
Based on previous campaign learnings, 5TUDIO moved away from the traditional beauty blogger talent pool to change the narrative and cast successful, independent young South African women.
The influencers showcased include a lawyer, doctor, brand manager, fashion entrepreneur, writer and designer, all who lead busy, active lifestyles which helped to create authentic moments to believe around the #HelloMatte, GoodbyeShine brand promise.
The videos are rolling out on the South African Estée Lauder social pages, and have already racked up over 650,000 views, showing the value in localised content for an international brand.