For the first time ever, Estée Lauder Canada is launching a Canadian-centric campaign specifically targeted at the ageless female consumer. The campaign is called “We Are Plenty” and features real Canadian women discussing the various roles they embody and how, due to their very multi-facetted lives, require a simple, but multi-beneficial skincare routine.
Leslie Yip
Dr Joanne Kotsopoulos
Annieka Francis
#WeArePlenty, features three incredible Canadian professionals: Leslie Yip; a Canadian publisher, radio host and artist. Dr Joanne Kotsopoulos; a scientist and professor with a PhD from the UofT, and Annieka Francis; a masters graduate and registered social worker. Featuring their #1 selling Serum, Advanced Night Repair (ANR), the campaign identifies a common thread between Canadian women who are juggling multi-faceted pressured lives from motherhood to career to family and back again!
“Ageless women have typically been under-represented in the skincare landscape. The reality of their complex lives demands a multi-faceted serum which Advanced Night Repair addresses with seven unique skincare benefits in every bottle,” said Elodie Richard, Executive Director and Brand Lead for Estée Lauder Canada. “Our We Are Plenty campaign encourages women to take a moment for themselves at the end of a busy day for some much needed self-care, and our #1 selling serum with its highly performing properties, lets them do just that!”
“We Are Plenty is a sentiment that recognizes the challenging circumstances each woman faces, while also complimenting their strengths and empowering women to be the best they can be. And to reinforce our commitment, we have partnered with the Canadian organization, Up With Women/Exponenti’elles. A national charity dedicated to assisting at-risk women by helping them build a sustainable pathway out of challenging circumstances into rewarding careers,” Richard continues. “Our social media call to action aims to give back to the community by allowing every Canadian to participate and show support by posting on any social platform they choose. What’s more, each time they include the tags @esteelaudercanada and #WeArePlenty, we will make a donation to Up With Women /Exponenti’elles.”
#WeArePlenty will officially launch on March 6 – in time for International Women’s Day on March 8, 2023 across social media platforms, in-store and outdoor with engaging video & display content.
Estée Lauder Advanced Night Repair Serum, 30ml | $98, 50ml | $139, 115ml | $259
