Double the Glam, Double the Real: Inside Estée Lauder’s #DoubleWearDoubleMe Campaign
Double Your Impact with #DoubleWearDoubleMe
Estée Lauder’s #DoubleWearDoubleMe isn’t just a campaign, it’s a celebration of the many sides we all carry. Whether you’re running meetings, chasing dreams, or just being your real, raw self, the iconic Double Wear foundation is there to keep up no smudges, no slip-ups, just confidence that lasts all day.
With over 60 shades and a 24-hour promise, the foundation fits every skin tone and every version of you. Through a sun-soaked creator trip to Barcelona and real, relatable content, the campaign captured what it means to be both bold and soft, natural and glam, all in one. Because you don’t have to choose just one version of yourself and your foundation shouldn’t either.
Real Influencer Moments
Real Influencer Moments
Here are some standout posts from the #DoubleWearDoubleMe, pulled straight from our Sales dashboard. These everyday, energetic moments brought the challenge to life:
Elena Rachitskaya (@elena.rachitskaya)
Visual tutorial explaining Estée Lauder’s shade system and undertones. Her reel was informative, engaging, and backed by experience ideal for demystifying the foundation section.
Yasmine Zeroc (@yasmine.zeroc)
Shared a beautiful contrast between her natural and glam sides, reflecting the “Double Me” theme with warmth and authenticity.
Philine Roepstorff (@philineroepstorff)
Recapped her Estée Lauder trip to Barcelona, speaking as a genuine fan of the foundation. Her reel captured the excitement and emotional connect of being part of the experience.
Elvira Legrand (@elviralegrand)
Filmed amidst a dreamy red-daisy setting, Elvira shared her gratitude for being part of the brand trip. Her reel felt poetic, glam, and visually striking.
Captured the vibe of working in a real studio while asking, “What doubles your strength?” A thoughtful nod to the campaign’s core message.
Claudia Neacsu (@claudianeacsu)
Shared highlights from a surreal cocktail party in Barcelona hosted by Estée Lauder. Her reel combined aesthetics, glam, and excitement effortlessly.
One of the Polish brand ambassadors, Monika shared a photolog of her DoubleWear Bootcamp experience. Her reel was sincere and celebratory.
Stefania Olariu (@stefaniaolariu)
Dropped a soft, sunlit carousel from Barcelona. Her content radiated warmth and quiet luxury, aligning with the timeless appeal of Double Wear.
The Buzz Behind the Foundation
From dreamy Barcelona backdrops to heartfelt beauty routines, Estée Lauder’s #DoubleWearDoubleMe campaign sparked genuine excitement across social media. But beyond the visuals, what truly stood out was the emotion — creators weren’t just promoting a product, they were sharing personal stories of identity, transformation, and self-expression.
The campaign leaned into duality — bold yet natural, powerful yet soft — and that message resonated. Influencers showed not just how Double Wear looks, but how it feels to wear a foundation that stays with you through every version of your day.
There was also a strong local-global synergy. With creators tagging @esteelaudergermany, @esteelauderpoland, @esteelauderswitzerland, and more, the brand brought regional voices into a global story. Many of the creators had already been loyal Double Wear users, adding authenticity and trust to the buzz.
Across Instagram, reels ranged from shade-finding guides and GRWMs to elegant event recaps — all reinforcing one message: you don’t have to choose one side of yourself when your foundation can support both.
Lessons for Beauty Marketers
The #DoubleWearDoubleMe campaign shows the power of real stories and real users. Instead of scripted promotions, Estée Lauder leaned into creators who were already fans — making the content more honest, relatable, and trustworthy.
By highlighting the duality in everyday life — natural vs. glam, soft vs. strong — the brand connected with a wide audience. The Barcelona creator trip added aspirational flair without losing authenticity.
