Estée Lauder has teamed up with comedic actress Kristen Bell on a campaign that playfully takes on two big industry trends – dupe culture and sleep health.
Its ‘Beauty Sleep Dupe’ campaign with the Nobody Wants This star humorously makes light of the beauty industry’s “obsession with duplicating products” and suggests that Estée Lauder has set the bar even higher.
It says the skin care brand has duped “the undupable” – beauty sleep itself – with its Advanced Night Repair product, clinically claiming it visibly repairs the skin of those with consistently poor sleep – or less than 6.5 hours per night – in just three nights.
In the campaign, Bell finds herself in a Groundhog Day-esque loop – waking up every morning with “visibly refreshed skin” in spite of how little she slept the night before.
Once she learns that Estée Lauder’s Advanced Night Repair is the reason for her glowing skin, she sets out to share it with the world “because friends don’t let friends miss a good dupe”.
‘Beauty Sleep Dupe’ is part of Estée Lauder's wider mission to better understand the link between sleep and skin health, and follows the appointment of its first-ever Global Sleep Science Advisor.
“By tapping into the popularity of dupe culture and the common struggle with sleep, we are driving consumer engagement, offering a real solution and reinforcing our position as leaders in night skin science,” Fiona Sainty, Estée Lauder’s Senior VP and General Manager, told Cosmetics Business.
“The concept of dupe culture is especially prominent in beauty, and we saw an opportunity to engage with it in a new, creative way.
“Rather than focusing on product dupes, we chose to 'dupe' something that
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