Estee Lauder Shows Some Diversity in its New Ad Campaign!

Estee Lauder has always been one of the companies at the forefront of cosmetic care for women. From make-up to skin moisturizers, treatments, cleansers and serums, anything you need for your facial care can be found at an Estee Lauder counter in lux stores such as Bloomingdale’s, Lord and Taylor, and Nordstrom, among others. While, Estee Lauder is often seen as a line for more mature women (late twenty-somethings and up) the company is revamping its look with its new product and ad campaign to open its company up to a new market.

Estee Lauder is trying to capture the younger consumers who are more likely to peruse the counter of Bobbi Brown, Bare Escentuals, Chanel, Benefit, and Kiehl’s. However, Estee Lauder has created a line called: Estee Lauder Idealist. The line was created to appeal to the problems of today’s diversified youth, uneven pigmentation in the skin (it affects every skin color). Many women from their late-teens to their early twenties tend to get blotchy or unbalanced skin tone due to acne, sun damage and several other factors. Because the product is made for all skin-types Estee Lauder created a campaign that features the diversified skin-types that can be treated with this product. Not only are the models diverse, but they are young in terms of Estee Lauder’s typical consumer. The three models in the ad range from 20-23 ears old.

Here is the Ad Below featuring (in appearance order): Joan Smalls, Constance Jablonski, and Liu Wen.

To see an ad with a group of three beautiful models who are all diverse is a refreshing sight. Recently, the issue of the fashion industry’s lack of diversity has resurfaced with the end of fashion week all around the globe. The industry has an abundance of diverse models including blacks and asians who are often constantly competing for any work that casts specifically for a person of color. Big publications such as Italian Vogue have responded by having an “all-black spread” as a representation of black supermodels within the industry. Or American Vogue’s “all-asian spread” to showcase the asian supermodels. However, I hope that Estee Lauder’s ad can be proof that beauty comes in all shades and should be showcased in the fashion world.

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