ESTÉE LAUDER CITY LIMITED EDITION
Estée Lauder travel retail’s multi-city, 360° activation across key APAC travel retail locations combined collectible packaging with premium consumer experiences to reinforce its aspirational global positioning.
The rollout created memorable moments that built loyalty, amplified brand impact, and leveraged collectibility to drive repeat purchases, as travelers sought out different limited-edition designs, generating excitement and scarcity across markets.
Service
Concept, Consumer Journey & Engagement Activities, Spatial, Bottle & Packaging Design
Markets
TH, CN, JP, KR
Client
Estée Lauder Travel Retail
Year
2025
INSIGHT
Travelers move borderlessly engaging with brands that feel relevant locally. By adapting storytelling to each market while maintaining a consistent global identity, the brand becomes both relatable and culturally engaging.
The exclusivity of limited-edition multi-city packaging drives collectibility, creating excitement, desire, and motivating repeat purchases.
