Estée Lauder is asserting its dominance in the field of "night skin science" with a new global campaign promoting its Advanced Night Repair Serum. The brand claims this product can visibly repair the skin of individuals who suffer from poor sleep, particularly those getting less than 6.5 hours of sleep per night.
This campaign arrives just after Sleep Awareness Week (March 9-15) and follows the appointment of Matthew Walker as Estée Lauder’s first global sleep science advisor. The effort centers on the brand's belief that its serum offers a solution for those struggling to get sufficient sleep.
At the heart of the “Beauty Sleep Dupe” campaign are two 30-second video spots. In the first, actress Kristen Bell—self-described as a “chronically awake” mom—discovers the Advanced Night Repair Serum. Bell then finds herself caught in a “Groundhog Day”-like loop, waking up each morning with visibly smooth skin despite having slept less than 8 hours. The commercial plays on this concept as Bell shares the serum with those around her, encouraging others to “dupe it forward.”
Through these videos, Estée Lauder targets younger audiences, particularly millennial moms like Bell, who are well-acquainted with the effects of insufficient sleep. The campaign’s creative direction, including casting, script, and production, was led by the marketing and communications agency Shadow.
Estée Lauder’s take on “dupe culture” — the trend of seeking affordable alternatives to expensive products — presents a bold new direction for luxury skincare. While brands like E.l.f. Cosmetics and Olaplex have capitalized on this concept, Estée Lauder’s claim that its serum can replace sleep itself raises the stakes. Priced at $128 for a 1.7oz bottle, Advanced Night Repair may seem like a hefty investment for a “dupe,” but as the campaign humorously suggests, there’s no price tag on sleep.
Estée Lauder and other legacy beauty brands, including Clinique, are aiming to connect with younger demographics, such as Gen Z, while also maintaining their appeal to older generations. Recent efforts by brands like Bliss and Laura Geller show that the market for skincare targeted at older millennials and Gen X is still thriving.
Amid these marketing initiatives, Estée Lauder's parent company is navigating a major restructuring, including plans to cut 5,800 to 7,000 jobs—approximately 11% of its global workforce. This restructuring, led by new CEO Stéphane de La Faverie, also includes increased advertising investments and greater focus on digital marketing. Estée Lauder has partnered with Adobe to enhance its campaigns through generative artificial intelligence.
The company’s recent financial report showed a 6% decline in net sales year-over-year, totaling $4 billion for the quarter ending December 31. Despite these challenges, the new campaign and strategic moves demonstrate Estée Lauder’s commitment to innovation and maintaining its leadership in the luxury beauty industry.
