Estée Lauder Takes Glimmer Into New York With Hailee Steinfeld and a Consumer Activation

The opening cocktail event brought together celebrities, creators, tastemakers and press. Estée Lauder Global Brand President Justin Boxford said it was designed around the ‘moments of joy, light, and connection’ that informed the fragrance and its campaign.

From launch party to citywide experience According to Boxford, the cocktail event was followed by a two-day consumer activation over the weekend, accompanied by a fleet of bikes moving through New York. That widened the campaign from an invited event to encounters with consumers in the city.

Steinfeld’s role at the event connected the campaign’s familiar face with the physical launch. The consumer programme, in turn, gave Estée Lauder a way to make the Glimmer concept visible outside traditional advertising and retail displays.