ABOUT: Led brand strategy for Estée Lauder’s premier sponsorship of the inaugural New York Times Well Festival at Brooklyn’s Duggal Greenhouse, bridging native advertising with live experiential journalism.

THE STRATEGY: With a goal to drive U.S. sales of Estée Lauder’s anti-aging lines, Advanced Night Repair and Re-Nutriv, the strategy positioned the brand as a credible leader in longevity science, inspiring consumers to see skincare as essential to healthy aging.

THE EXECUTION: A branded NYT article kicked off the campaign, exploring the science of “beauty sleep” and how Advanced Night Repair supports skin’s nighttime repair process. At the festival, the strategy came to life through “The Night Skin Lounge” — an immersive activation featuring meditation-guided sleep pods and sponsored talks like “The Joy of Aging: Embracing the Future of Beauty and Vitality.” A closing branded article for Re-Nutriv spotlighted three women’s wellness practices that embody what it means to age beautifully.

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