Estée Lauder
See how D4R helped to realise this temporary Estée Lauder pop-up in Harrods for the new Double Wear foundation launch.
The G.O.A.T. foundation
Estée Lauder New Double Wear.
INTRODUCTION
How do you celebrate the “Greatest of All Time”? You take a global beauty icon and make it better than ever. For decades, Estée Lauder’s Double Wear Foundation has been a staple in makeup kits worldwide, and the launch of the reimagined formula presented a unique opportunity to reinforce its status as the UK and Ireland’s #1 foundation.
This campaign was about more than just a product update; it was a celebration of a ‘true-to-skin’ match that is now more buildable, long-wearing, and skin-balancing than ever before. With 60 shades to explore, the mission was to help every visitor find the one ‘made for you’, creating a retail moment that was as high-performing and sophisticated as the foundation itself.
the idea
The project emerged from a desire to celebrate the prestigious status of the iconic Double Wear foundation. The objective was to create a flagship retail temporary pop-up destination within the UK that transitioned beyond traditional merchandising into an immersive environment. Conceptual discussions centred on high-engagement features surrounding the celebrated double-wear foundation shades designed to foster organic social interaction while maintaining the brand’s sophisticated atmosphere.
This vision was tailored to accommodate the venue in the Harrods Beauty Hall, necessitating design that exudes opulence within one of the world’s most renowned luxury retail landscapes.
the brief
The mandate required a comprehensive full-service execution, encompassing concept and 3D design, development, project management, and final installation for a month-long temporary activation. Key to the brief was the successful launch of the “New Double Wear” campaign, which featured an expansive range of 60 shades, including 7 foundation tones exclusive to Harrods. We were tasked with delivering an installation that was not only fit for purpose but also reflective of Estée Lauder’s market-leading status. The project necessitated a rigorous timeline, with a precise overnight installation scheduled to ensure the space was fully operational for its high-profile debut.
insight & strategy
Aligning with sustainability considerations and maximising fiscal efficiency, the strategy focused on the intelligent upcycling of some available existing VM elements. The design language was meticulously engineered to mirror the product itself, utilising a palette matched to shades of ‘Shell’ and ‘Ivory Beige’, while emphasising the collection’s signature matte finish.
The layout prioritised the customer journey through a gradient shade presentation of SKUs and integrated consultation stations, where the customer could engage in bespoke sampling and shade-matching guided by professional consultants.
realisation
The final activation successfully transformed the Harrods Beauty Hall into a premier brand destination, delivered punctually and to a standard that exceeded expectations. Creating a brand destination with a cohesive narrative of inclusivity and market leading status.
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