Estée Lauder Product Launch

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

Collaborated on and refined Domani Studios’ winning pitch for the launch of Estée Lauder’s New Advanced Time Zone beauty product, centered on empowering the audience to live more fulfilled in the moment. I defined the localized content strategy and UX writing that powered a high-volume, multi-platform social campaign. This execution included architecting the personalized content flow and creating a stockpile of thematic and localized actionable tips (along with contextualized problem statements and shareable "Pledge" content) for the signature "Rewind Button" feature. By serving this personalized content to prime U.S. and international markets, the campaign successfully drove brand interaction, product awareness, and established the new line by building an active, engaged consumer community.