This July, Estee Lauder is launching a new fragrance, Modern Muse Le Rouge, that is notable for not being a celebrity's scent and the fact that it is aimed at a buyer much younger than its typical fragrance customer.
Now, the beauty brand's in-house creative team and its agency Lloyd & Co are launching the first integrated campaign for this fragrance under the headline: "Be Daring, Be an Inspiration."
The campaign features up-and-coming model and social media star Kendall Jenner (of the Kardashians) exuding confidence and glamour as she appears in street-like photos taken in Los Angeles. Styled in bold red, Jenner is meant to convey the provocative side of a modern muse through "her magnetic persona and daring to be noticed."
This imagery references the dual impression of the fragrance's structure, which has been developed to let wearers experience two contrasting scents.
The campaign includes print ads and a 30-second broadcast spot, which will debut later this year.
However, social media serves as the hub to reach this younger demographic. To that end, the key asset that Jenner brings to this campaign is her immense social media following, numbering more than 30 million across Instagram, Facebook, and Twitter.
As part of this campaign, Estee Lauder is leveraging Jenner's fan base by having her release key campaign details across her channels. Jenner initially posted two images from the shoot and within 24 hours, each Instagram shot had been reposted by more than 1.1 million fans.
Later, the brand will introduce a 15-second behind-the-scenes teaser of the broadcast spot through social media. The initiative also encourages interaction through the #modernmuse hashtag as a way to engage younger buyers.
Fragrance products accounted for approximately 13% of Estee Lauder's net sales in fiscal 2014. Global net expenses for advertising, merchandising, sampling, promotion and product development costs were $2.8 billion in fiscal 2014. That figure includes activities relating to purchase with purchase promotions that are reflected in net sales and cost of sales, and gift with purchase promotions that are reflected in cost of sales, according to company financial records.
Lloyd&Co has worked with Estée Lauder for more than 10 years on a variety of projects.