In 2019, VASS was entrusted to develop a concept that would activate influencers in Sweden, Norway, Finland and Denmark through an immersive creative experience to drive social sharing and brand bonding, while celebrating Estée Lauder’s DayWear range.
For Estée Lauder, VASS created the 24-hour experience Enchanté Estée to encourage our Nordic beauty community to meet the brand in a new way.
The overnight experience included activations such as Café Estée, a fully branded restaurant take-over, C’est Bon (Bon), a custom bonbon making class lead by famous pastry chef Joy Harris at Chokladfabriken and Refresh & Replenish, a pampering session with skincare education.
The idea behind the concept was that one can ‘meet’ a product through trying it out, but only through experience can you understand the legacy and meaningful history of a brand such as Estée Lauder. The total reach of the activation ended up at almost two million through earned content published on Instagram stories and posts, as well as blog posts.