Estée Lauder takes aim at next gen with ‘Glimmer’

In a campaign featuring actress Hailee Steinfeld, Estée Lauder launches “Glimmer,” naming its latest prestige scent after the word for everyday small moments of joy, hope and connection; the phrase has circulated widely in wellness and mental health content as the counterpart to a trigger. Image credit: Estée Lauder

U.S. beauty group Estée Lauder named its latest fragrance after a feeling.

Aimed at next-gen consumers, the company’s flagship brand has launched “Glimmer,” after the word for everyday small moments of joy, hope and connection; the phrase has circulated widely in wellness and mental health content as the counterpart to a trigger. Actress and musician Hailee Steinfeld headlines a global campaign for the new prestige release from Estée Lauder.

“Hailee is the embodiment of what Glimmer represents; she is confident, has a contagious sense of joy, and understands the power of connecting with her community,” said Justin Boxford, global brand president at Estée Lauder, in a statement.

“Consumers have grown up with Hailee and have followed her journey from a young actress to an accomplished multi-hyphenate artist and cultural force,” Mr. Boxford said. “Her authenticity, creativity, and ability to inspire audiences across generations make her the perfect ambassador for Glimmer.”

A campaign for the next generation

The campaign for the amber floral scent with a gourmand twist broke July 30 across television, print and digital outlets.

Estée Lauder’s promotional plans also feature in-store and out-of-home placements. The eau de parfum reaches key global retailers this month.

Glimmer’s spokeswoman is an Academy Award-nominated actress with credits that include television and movie titles such as “True Grit,” “Edge of Seventeen,” “Pitch Perfect” and “Sinners.”

Ms. Steinfeld plays “Billie” in the Disney animated fantasy-comedy film “Hexed” due later this year. She also founded Beau Society, a newsletter-first platform with more than 100,000 readers.

“Fragrance has an incredible ability to tell a story without words, evoke emotion, and create memories that stay with you,” said Ms. Steinfeld, in a statement.

“What drew me to Glimmer is that it’s more than a fragrance; it’s a feeling and I’m honored to be a part of it.”