Double or Nothing
How we turned a pitch into a platform and defined a franchise
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Reinvent Estée Lauder's iconic Double Wear franchise for a new generation of makeup lovers. The mission? Transform a product benefit into an attitude that could carry an entire franchise.
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The Double Wear woman isn't just looking for long-lasting makeup—she's looking for makeup that matches her conviction. When she commits to something, whether it's her career, her passions, or her look, she goes all in.
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Create a platform that celebrates commitment in all its forms. #DoubleWearOrNothing became more than a hashtag—it became a statement about how modern women approach life.
Over four years, we:• Won the initial pitch
• Created franchise platform
• Developed global campaigns
• Built social ecosystem
• Established brand attitude
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We defined the Double Wear woman as:
• Adventurous in spirit
• Committed to excellence
• Entrepreneurially minded
• Possibilities focused
• Unapologetically bold
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Campaign development across:
• Global advertising
• Social content strategy
• Digital experiences
• OOH activation
• Retail presence
WHY IT WORKED
Success came from understanding: Attitude drives loyalty • Conviction creates community • Products need personality • Platforms beat campaigns • Consistency builds franchise
Campaign Elements
Creative Platform
• Brand attitude development
• Visual world creation
• Tone of voice
• Photography style
• Motion principles
Content Ecosystem
• Campaign architecture
• Social strategy
• Digital integration
• Global adaptation
• Influencer approach
Franchise Evolution
• Platform scalability
• Product integration
• Message consistency
• Visual continuity
• Brand building
