Estée Lauder Product Launch

Role: Pitch Development, Content Strategy, Localization Research, Copywriting, Editing, Creative Direction, UX Writing

Challenge
Estée Lauder needed to launch its New Advanced Time Zone line with a digital experience that felt personal and encouraging rather than just promotional. Domani Studios brought me in to develop a social strategy that would keep a global audience engaged over an extended campaign period.

Solution
We built a Facebook-centric experience centered on living in the moment. I developed the UX copy and content strategy for the "Rewind Button," a feature that prompted users to commit to simple rejuvenating actions and share their progress. To ensure the experience remained relevant across different cultures, I crafted a deep library of localized tips and "Pledge" prompts tailored for major U.S. and international markets. This library allowed the app to serve fresh, personalized content to each user throughout the multi-month launch.

Impact
This strategic approach transformed the initial concept into a winning pitch for the agency. The launch successfully fostered an active consumer community and drove sustained brand interaction, effectively establishing the new line by linking product benefits with a positive, actionable lifestyle shift.