Estee Lauder begins Shades of Canada campaign
Toronto-based cosmetics company Estée Lauder Canada has begun a new campaign called “Shades of Canada” in support of its Double Wear makeup product line. The campaign features eleven users of the product describing how they found their “perfect foundation match.” The effort consists of social media content, online videos and in-store materials.
“We are proud to launch a campaign that celebrates Canadian diversity,” said Julie Sutherland, brand manager at Estée Lauder Canada. “Like our country, ‘Shades of Canada’ is a cultural mosaic and a tribute to individuality, empowering Canadians to feel confident in their own skin. Our goal was to ensure that Estée Lauder customers, and those discovering the brand, are able to see themselves reflected in this localized campaign.”