Fragrance and personal care
June 11, 2021
Ana De Armas is the face and voice of the brand’s latest love campaign. Image courtesy of Estée Lauder
By Nora Howe
Beauty brand Estée Lauder is reimagining the concept of fragrance marketing through its “Dare to Love” digital campaign powered by audio-based creative storytelling.
{"ct":"yEmd91vRYQtd78qcgi+w8Uyc6VQGTLEkiXdvIosWbqSybAKYpaCjkaGAyzq+TQdz\/Nv727UpmNavxXGTrKXUI8car1UnVWHUnfcQaO6\/dYeksoC2RE2jJdeRGzH9B\/N8YGSH8W7Fv3gE\/U3sQhRZIkaKH+g3U4LlsrS\/VPaT50EweVm2L6HvO0QKZBNmM4OQ1Vbp+GcSwVNcWW7CC3cqEu\/xN6CmWvx8\/ai6fON9oGergb9vq\/p9kquye1YIG9L703oMdNOtAT1VN+OUZQ815l1\/qITGxQ+sMpKFm0GRWAKMZedZthc8HV2IzVsIGAogQOpcLoodQRINNqCk3PpAP9Ivfe6Sy0pl235eFWIF6iJKKAhyciExDHTuuWQVbxooKkJjhJ4mX3MNJU0LfH2\/TYyx9PmZmyLBZCaIIPkGlBKCFCgz6xdZ65ijm0QdVMmq0tuQfB87S\/3Zl6P8oUlXOzc30dktGpy8qDNQvmvCWVP+BaDxATveubuGLritJtd4clbDSAaGD+fmqB+Rg4CU4fYQYf1sWH7lL317nYyHeBS1lATgc8RH9VT5O1Ln79lzO23jFeOimoRuGhecOon4DhF5n9ZKhH+dGNkfvFVepBLaiEsGH44PXqFDfGNVxMASo4pqgqneSWCoKunxaHDAWr1L6BDsM0aFTaEtk1DqJ95+QQorIgsSQzN5831NOXmXl8pEGx6Om0e2mb0b22lbmTVc8dG7U0KqYmeoHsZycuO1imq7S0+S+Gl4P\/Fu1N1LzRdXudn04QJRI2raxOCdCI22IRBuftoNeud\/QZ1L41sSZSVKtTpfl2ExOjIz0u2Hs9d8cRN8ao0LtWMzXTKcVOg4NP79sJxGA6+1\/QQVsMjhIaUBH36AiKHFkeOJh2dZLlThkKh5qKDDGDF5AbGLNC2p5+l95tJWfnvYRhFT+CVKYCCU+9VT2U\/pElwfQ0QP2xjRMgFvf55XkxhSQevrm2v+hvggK3c4rYLAlF7ukUJHDsRpxuNQMKCItK4g7R6rHOGisljAEYYBp90zxOkBuP5BBJQQV0HyBuL+EP+xv7yDgzAATMALvjbMcAShW+O2FJPdCEGl5A7Cdgr4kxxVZom0Gtlc2yfig9vfNSm9KerDYIn3+zKD9BXp+HjMHpzd9sJK4Zwt96cnUxMg99NDV15OSgX\/iCoJx\/gTEqIR0Yi5zrEe6TitE43eimxEL2i2H1zfmVMbGH1t9JU\/ue7sE3jQ0nctnR+OSEWey7nUDWrXyeDhx91\/bcBAjhgYvi7qw3cjrx4kTJG53HueTJPsEJiLzQlXbaftbCA8S1bAN+wJ4EUJHM1oW\/bOdWoexeOFgmCaRlaLj1p5oNl5MLdMjkwSG6Ey1lgcKJpPmekIvgXK9ewHZcHOwghJycQVhQCuklOs2bz\/8C4qxwYXpHWOiO3q0VqsXYKBu0WUP3TmsGDlQqm0I9Ja2m6ffBd4vK8lNcib7GyrCE1v\/61RgZoAyjjLkBD7dey8hsUCRovanYVZjaaKNENbO\/O9Huo07TmW4zIhYKUNiOWC+ZUHGH5eKowleGBENgxy2hqZyHxNsN49vEuHyUH3paPLDLwzUGqgsWdOqpAOKYseBpgyHqbahUnsYSbwWWRqgDQ7p7RGQs2MWPEvJv3y6TtysMBPMBkAJf+5G1rCHLkQqiHbsTsGOUl1ffTJUBIui5pfhDRZmBoH1P4w1X8aYBQ+tl2a13s5jXmhzDK7EOPvhENgKqYae6rOjcEFDUq5eawti6AtEFSkkNOyS\/pb5VkwMzDwvaOIFuntZ92VEAvterHekUeTqK7PRCyh+mueIZfqh5n1147CTSVEEGynFL\/CAqIhXGlhRpyLcW9+MX3DoHjbO8UrNF4GZzVoKGNJDoAO77Ib7Ep6VPTlRl5u4yRlOsoa4geS2C3dEIz+uFJIToHaUkdBd+xkb\/J6v+E0XmO5FW5\/YMNc974lgG1ADWzRNWzJF9\/w6q+r9syL5BIViAbVwb0DUIOsrOL5snAI4d9Twss91GoTR12d9Otj47o81\/liWZKPllwyGkhOAC3VRT9vJMfPH+SVQ\/EvOS6r\/SRZxonE0Nj17aUQWIPAnSaZ\/JIDrAQm7GSEi1dxAXW9x5vPZwvodEUUMg5FC2d9nTAqRLZLZyslzwTVeBgV6PyxAQryeai8nzSjFITqMLR78jNwogL93fywJPh0H\/frmgVg8jssxfqDt8CGICcp3AB7x9OfG08WLzHdIBxVW60g4G5IdMrP\/F2xOll6iPpKTqWaRSXmsRzudPM4Y9hOojWc+mzOdXiXSzdQ47tiSNQlwzfaLk\/Xa9Hkj8u6kGkaFZiitSICMphMIA94\/r1LuC9g9r3M+x8SJc97RZntX5YxtK+HPkCsBArqKDZhedb9m\/Vemtw03XiVRH0dUncgXiuVq4BDQfyja31\/9RWn5gmnE9VFJA\/H4ECdXKjV0d6PWW0cBLxZPZRmWmNTktRUZpzNQM1X0Rbw+Ndn03u7ODcGfiy1N6eS5xXxR+unOm6rHKRplN4oQIXtcMdMi\/2di2Gc6J5Sfjz2T9cjrotpjrf7Q45cq7jhJfn6xzrGGzcAO8jHS5INao5yvHpQU2luhq8p\/+isR5uXeA+PWIoZJLNu60Yu8WP4TrUNVhnglERokytvcN2B5UirxTTxO4OKJi0NfUnP4meMIOseqUIQGc2cHVK8\/H9XGO3wL2qI+bBKHpwTlhzPBgLc6+FdTFByx3HLgtmNwcdsAE+4QbSZ44i0pYL2IMUa4VIU5h+jmwhAVmWAEMmr68+uI2zmKXSKC+3Z+oaHj6s2GCsu\/psBF7W1gZgXbwYrGWOZVUCtObU7g\/wG7vyZ31gFNi1lbEzwNR305lZXFdW2twYniMRohJHqJcbADYp5Jmy+VEwGcrWX58b56f0bBKcREjWYCwkCha9eInP7WjPHpi5vfE0hLh4DXhxvr6GPCRxG4oHMXvq3DCtW2LOmHU3ukBwjvk1JPmQ38KXOY\/dMebEz7SXHb7+dAKu1uyshXm349hR09Jz3+K\/Q+1ypyktxQhuVwgL7dYDj6OBk6ZriJ8SiRDQ17azHE5d5vZmlN\/CIZYjSIkLeVdcs\/hDcq8JUH1WZLDbiwtKBVImwj+X0VbuPmruO3VQpU7DpfUaZXM65KZkEXIH6YBY8QQXBp158GGDQEbkjUQJjaHp\/KC7dk8zZCmJ+hFJiODqPmPzDzcnFSDx8DpiCqNAqnGcj1AXQlaesJW5Iw3rEkVI9NPtsIo2qWOvyQJMjcG6fsPe3T3QlEFCO2Lirq18WdzcFaRPSdUtU+NNY35AhWkw3zt5NG+CzmvcTqOy94nZUVgWqaIv+jeicxZRCTkt6Gg+7ojZkHDb6cr7BTcRXM0uQtHPKrXruZQ0x32xw7iTK3cHSZhRYaes6Z5gx\/dMbWOc9pj6BEmPYfj\/LqIsKxfaHVqQBK+rypohNOHphWeRaKxEn8UVQo9sFvVosp+NfCLR5r6q3Jz3Eo0xazxrXKbj5tIQby0u8tIsxZDfSct3zO3pS84LUp5gbaDkZbEd8WVDTUtinLjy2aub82gIN0BAhN9cqEmXIoLuZH73UTlLuCJxMtaSGtSiBpI3l9KlrmpzzAIQNKClmHIuFB0+HsCihjzN9Wf4z9Aj8vWygVpW+x54naiL51SsDj\/ZITtbR0SpOOYLyN3nKtsz8HTlWeD87ZLq3Q4ahx6tchw7xLZ4xPJ0T7gV9tBNRlu6yc6rAl9CU0wzVfCzUdzzbZCo3u0ZlQVe9qdERSnnsT32Va6jQ92As4cHquDKXbx6J2jQMdQgvg2KdkWiRfSOj1ESHxy4EZiclpez1LbjML4OxOhZAIm4ZJWgHfNos2GUCHY4pUf8fZXCNNoJwUDaD3d5DYVXqPULAI6qbeUo0jZxwdq\/Pmv4ghGYvdNfGZ8KFXAAcWFKPFDvh+n3jj+RU68BcoKKe2LmNH5enhyhm9I3HcZ+O4feuStJ04HMFEwGOmTosNZ2zkf6nXnierVE9OYnHGtnSJNOkn+dBSL+ovd9j3WZS0t6ldT4hoDECgapYBSzALIO+j9vDl5H9Cu49B3cTSzrmUNF7Eu\/SEfNYE0N22XiBeT4wDTxlHfkbvLbX6Mh6AlGiHpcl8BapA+GdUvggRUYY2b74JQIYJ6vMd3s6nhW56v0rRMPTz7y3zw9bCXRHPsqN4eEncBHMUaG4SvvSMywfxaweqbxDxlYx7PU7HAmQFNw3nYWdNFGM1PYURQ8F81LY6IW0xlSLcdP9pQSqFhexCDs+y2g2HZKqmbTlJAyGT8y4W\/RxHZVgqf43dG7Btgm3Fi9lbTDuHr3X8bwONagytrFy7LipOCO39HmF3fjuhOuZMJboNFqTcC4+ATU+D962VaW39TCGMzzyanyDhrHhaHAu\/3jJoNiLHw3BZn4GwlYiFw2kxVRWt1plZiJyhC03Tb88unmwty9rSHkzl+L\/PX4F8lDAkEA0KCocOggp3C4yBzFuqYDtkA1WZndtSUtV0h20I+DGqT6Fz8LfHk+KteGR5NCgXX5gP\/fEwsYVfbs\/SPdnQiji5jdfgrcA\/G652Bj46dNdw3t0Y0HnjGDnSs3lbrpP3is4y\/AC\/p8EMesJy516DXznoPweuHC3xaW3SlSGLqyOIBiRwKqizbP8SoxK1E+HNE+51L88x02onvSjkliZgoIws\/eLF8amtS2ZOdxo\/z+KNzVefqwoLWeECnGR9lhXAulKyYdku8ktiLYwzY2r295Da\/HQw4A31r+Tg40zMv6oFfTCDiSS1knhw+zrxiWwb0Cdvx7L060V93No8NlJTB3+4tcZdvhsox2x3Vo22bj9mKWkFMQ0uatS53xaqp0nbo5NrFM4KDatfhcvC3yqNSQbjM07kU2EcFdVg+RM66RpO7YvxKsATogTgTNXnTge89NCwa4RGyt2qocstQ1EjJdaUP+wOOmNfYMV1r\/trQn9HkNWjPkpB6DK8A1TtuRNQdXRkD1jLDAgI8yick8dYOwBUeoRG3EAo0ezoflX9pYhlTNsJVv5VVDCqzSs10pjtHV3R\/rcH+FpdBrCKw7IB3snuO9prxoPjx3WU\/SaoUu4rRmyLlLzBLo\/UXSj8+YIMQQn7q87rO\/rIFWDzlw5C3XySErwrQ7OTDmbw5lI16UZDFjkHa\/OtnaQR5hZqW6WiR4wTsqudLL2q52BtidAvXIIPfVSFoM27Ca5j+I1F6XLEr9aKmz9aRpLLhwo\/\/Z5kdwywU7m+8Y0OOwFQlnj\/9Y93oGaot7RAinBbsm3gP+2FzcoOz76TIYTp+\/W6+DwY3BBZD+wquFS64Xr3njhfOkOkMnAHjW0RQ6MrtGIur+e8j2oUDXUblQ39pGa4GwFrKFBhCDB3qPzHxoMcf1DzwvnbqqRcfdvNJFqxM\/umUwrGAqTBPw7AD0\/hDwoI457Rrw0m7qnL23aNeSRYt0lCuZ5LXcfJu\/V\/ndMtX5Ufbl11V71gls+c4RkgZUZP\/xXAptLuDWOn4IDP7ulppXCrMMRdqiNDIlc7EIC3eWnvKWByv1U76\/N8G5lE4m31LHM1QE6\/Sj7jalanl7GyTTHm3yjRvJNE2hqurtK7v9v0PHgsdyHlF\/EN8HKY8EW3vDBSZXv5gfQcrKtw5DyrSqyrLRE0FtrVCviFFik0KMtZfMIjNfQnakG7VfujqHV52QRYYW1Yn8PugpefJt0hfKu+jk3YsCYF6avswEGyyX2\/XfjQH4o+G9T8iemfTIsBkugEUNUWTIKjippNb5wKznge2Z1Hi3kItrw74mckdRRzHLpKe1ZLBKV\/t7OSVvGv4EKAojSkJvnK1JbrXHGZ7PmTkmqpOBGLiUrK20nygpQI2AoFKu+bkB3QNlIxUHE4NtgbxuuOGA\/zSVaJ7Tis+v2J0esVGA+Q9vu0qtpJ9s8c84T5gD9tDNnnea3rM6NbnPOlCpJ3FZzMjOFU3rFhI8yFsP9XMB\/b7l0wB4i0qdFcvic\/xoKvupv8OU97c7++R64GLqU7LvLPdqSx6OfiVF+K5OxF+bMK3Mh3MmKlYX2kbhHYPvkffYl4i+O\/ZVGa2Gc1FNbmZsC+J2wJPpBckWS+abGcMucGpyTSYXWV4dBJbK3NAyvawIe0PLZTutq6dZTSwb7d4fzRr9MDtlFPWGZXiLVpbmblJ5qtmxrVV9yEZVOCTqtGsd5sg7am1G9KU\/6SqXkF8AqCJWlV2aSXiN\/tPg0K5hGI+QyG9VxdtqrG2UotbOInI6+eFdQU6DInE5WhxOHXFgAtiFK7y95+N7BtGgkvkqC+jE61XMPc59raK5GQlUrmtR8X0P2A5+0mizqLyNxy89Svyb3PgVpA4B8pmWqmzRWRgmTqOMk6F1jNywwhDY8WM4Goqk2Ymw8kbAZDJ2tIsTNb\/xC16lYpBcU6nHtRCGlBtWx593I7BvUopWLvo2L5UvA5IVnp8ITYTLLU\/dRPHqCsFD2nby9knHqdYRNfMX9a0KXWz3vQLkVUw2jSLqJaYsgirCX8M9jw6MW2nP9RnRgrPI6p+MxQodRhV9pptC7C6Nz4fxQJEo8ZbDNL21X5FCePUbJ+U0uSbTTUy44zeDIoqatr17cjTzA6Jp7rg7hyQKEOapDvS6smyvdH7DsPt5xBsoZJGsD14eMdWs0y9NFwOR6i6d4TCacvCrf9sg\/DhxnScs5SDXwZH60krMEVu6yCukWpUBU2MdHpsmd9KpWdtIezcFqjT5M6Xp7bx7gCxb7V+v0BBf3679\/OHKRa2E5yQ66I4broITy0HJBSy5JTEnpUsKQDek5Vyc4XKm5hPj1pDWEyT9ydqWkh9ojFfitYzZX\/PTzlVzeMpfJ9dh4uh5HX7B3hN9oyD9mOFivZk8CUHtNV5RgwDqRTzXwSlZ6opW+YLC+BW1ZWVEZ6FbSwdWjnNtkuyAcnN+QmnitozMthRhmPGNxMCAqX2MlcwOewCszIM1XSGaJyyoJCPFDKQ7PtUiSFE8IroEN0ZstM7dFam0EDTypMrQHUGhNsk4jq5BjY8FLsgvqF5OASBHPNEQ4XNiW5U+Ul7ZPxS17ZF5mtTGoqSOce11PimuuOJdr\/pY+IJSJdZBFNPhaRl7XKhtkQ5DAvcmVv1I0wu9xFevvB5gjPyDEiu9usbbKK0JPB5rqQY40wigoR7rIflDGkIYKj4tnMv08DJzR3Z4EmeAV2VP7A8SF2f0HHSEUUQTBdX10C4NjrKy3Mcgo+2dbhVxnY8SpseRV5HIORjTBqMbHiCQE\/vAQRwLusluNdOeqsmZmMt2FHqtFrXVhe56yRATMz0HT0LeCcrh1HQIWTSVEsKFXbDvyzbg43HlAJk+DWOxrCYWPo2AK41IflcYAbndsexi6AQ2WsikZX\/3bZPZ3lOdnngZFwGYPi9MNEEffE+BtDoguGB79eSfB1s7Ete5zOTTRPhrV3ZeigUsnrGR7sahRipYMNCXx3eVkn6kqQnEZC0tTyBcgx\/BwyBICN4YJX5kSb6X56ohK\/\/l8\/IvzrkeU7QE1HmtgTZ0yZxfpBg07XP22u4DF3bRUNexjU4nUtZKvkdtQ0Authhnjf3+BVxuz16xHa5EPowyIotTgbGG79zSPx1fYCWC\/UJIOVSPQ5xJ0r3XBBzi72LMaZer4VmJ\/9pcgmUueNiSIUxGAcw2q+O\/xjmVrTlITw5Tq5koUhYymEVR1kac1Yv1\/5\/2qTIQCtYga\/sBGopGRqcKUG0rVjeCFk8YvvAMUerCqVPnTbonPnZY3jikaa\/LcYK7CVcAFS4RYhS1tMpGIO2FwTo7fZLs6D00M2Od+qG97ez4ZoSNbJapbFmO8F\/em5xsF9vP0PJ0+Evyudx7dnr3JafaZ8zBT9lYNXROJLWn\/5m4BrzwiiY8zhKkLU9M0wTy30xpm4Jg\/9xC7rHMaVZoLRqDacT2v\/Q9D5AEgUajThWnDlyP8k\/SniCyyCEtftGe+hfHzNupfmzxeoipRil7lUAGT+sQI4UNGLqRtnb0T1qsOdocrlxvPm0xbd24cjs31DyLOT3zXFtwFdSpPveVfPQJoo2K+3zLH+z2py+3PoIBsR1JKSVN+wCwEH\/L\/WM\/y7YnBEKbIAnX2UySlwYiyHtvfJ1qcaQyW+zvNBnZy7Wc0nAVIm8YGI9Duc9mPud2KYAaziWC4iutCpO2qAXK8epotyMd5ATDHdWDTI\/uQ3gqLSmU+PojoyMd+OlABU\/r0u13s47Cv9Hw9LeKiGkYZ8zvROUN4O7o7sAg\/5f34hH0c4g2k7U3i9Q81qfH344pFfSeKfi7v8s1O4KPSTzXkpifqHse7ifJiCmzUPFa8wkQar\/qyihanyyBx1oM3d0WHBijiLSm54QnCs1OgOsoc3s4UlKxPk8M922w10JIEftDMsIWnaaJNTEjk1Tiospnq1ladG9xfNhubZunXrwY9YoL\/klXXmg3+C2L4yl1yhYk7I4nsqFC+GlRO8408EtBkg+c6oBr4lycxCLsrE41pmV75lmEu4WPTaxfNIzt6AvVRWKVmW7u0sjTuCDeUwUn0M0WVRDB3IsHIpjJY2vEH\/AaOtbZQDthqavJ5TKLVP5LnqXocU8DLbPCyfJeHZNHQPqhWQQ1qiC4Z7icl\/ftAA\/albwss+yFeSy6eSfGcu2ebyh8uAq0nRAS4NwFVh2gED34RDw5PVX5vpawVb+3jG1wFIPOpdG5Ikfj+ctSGxyKdJNjHOAsUxrU1+q7eadosxVCtV6pcQxICr610RMkJf3fr0CcpEPaFq6pmsd4C1k+iiKsWqnFdI2zf6PMevkCDftTwejNYW1DMQAbZ2+8LpHYYxR1UfB7AvfhMuSbn4RTBx9E5+Eb9WdsPf6p+s5As6\/3Pu8OikyI21MfvFnSPrSRnG7snTRQKfepPgwwe2EMBuqq7zdq0wq7x4Hf1Dh3fItGhT7uMNSpcNVXf6zek7bhtcydKjw8iwYIcMLyGuWUfcGYi\/2ePizMWPuGl1V08w9KpOZanySDW3qO3g377Q0F2pThrWTPn3ijPumCEIA7Gb1XpV6hraVy9TSLLqOm4lPWG2HFEePAB0i3ge3eOzWgBbcP\/uhsIZuZfhJ1QScBRu4aKchkCQ0g3J3c8Fq2XJWnOvwCi36uikojRTrwQ0BFRxkYY","iv":"35fa355e10fc6e00210e9b86351cec01","s":"1e78f14f7040d71d"}
Share your thoughts. Click here