VIRTUE is the creative agency born from VICE. Since 2006, we’ve used our entertainment DNA to help brands capture the attention of their audiences with work that speaks to our most primal instincts of pleasure, attraction and delight.
Estée Lauder, Virtue and Refinery29 create campaign to encourage confidence as we look ahead to brighter times
The Double Take invites young people across the country to change up their routines and challenge the unexpected. Interactive workshop sessions aim to empower and help build confidence – from fierce movement facial yoga to voice projection, to a panel discussion with influential female leaders.
Estée Lauder, Virtue and Refinery29, invite young people to join a diverse mix of experts for four ‘Double Take’ IG Live sessions hosted on Refinery29’s Instagram channel. These inspirational and practical sessions are aimed to empower and encourage confidence as we look ahead to brighter times.
To create a deeper emotional connection with Double Wear, the #1 best-selling Foundation in the UK, Estée Lauder teamed up with Virtue, the agency born from Vice, to create a campaign that aims to support young women in building confidence.
Whether it is used for full coverage, mixed or only used on special occasions, the use of foundation is often part of a routine that helps people prepare and feel confident. The Double Take campaign aims to go beyond foundation and give Double Wear a place in women’s routine as they prepare to be their most confident selves through a more fluid and surprising approach.
Through a series of interactive live workshops and content which will live on a dedicated Refinery29 page, Estée Lauder dares women to get inspired, rediscover ideas they didn’t dare pursue and encourage greater confidence in the wider world.
With many industries affected by Lockdown, this initiative also aims to support emerging talent from across the country and provide them with a platform to share their expertise and inspire others.
The live streams are broadcasted live from the Refinery29UK and participating talents’ Instagram channels -
A live streamed ‘fierce-movement’ inspired morning workout to help the audience face the day ahead. The unique facial workout will be devised by Benjamin Milan – a leading Vogue dancer and Ayanna Birch- Bailey a facial muscle expert.
A live streamed AMA with up and coming singer songwriter Bow Anderson offering a peek behind the curtain at some of the tips and tricks Bow uses to overcome fears and embrace the most confident version of herself. Bow will show her daily makeup routine while chatting about creativity, identity, confidence and vulnerability.
A live streamed workshop that helps women voice themselves more confidently. Led by professional public speaker Adah Parris and Oenone Forbat, comedian and podcaster, they will address both the physical and psychological sides to making yourself heard.
Dare to Pursue:
Three female experts - Elizabeth Uviebinene, co-author of Slay in your lane, Kesang Ball, founder or Trippin and F*ck being humble founder, Stefanie Sword-Williams, each covering a specific field, will be answering the audience’s most pressing questions about Business. They will cover topics such as pitching, networking, entrepreneurial attitude and personal-branding.
Emmanuelle Noyer, vice president & general manager, Estée Lauder UK & Ireland: “We are committed to ensuring that young generations enjoy a positive relationship with the way they look, raising their self-esteem and realising their full potential. By partnering with Virtue and Refinery29 we want to create a perspective shift and support young women in re-building their confidence as we look ahead to brighter times.”
Wren Graham, senior creative at Virtue Northern Europe: “Worry and self-consciousness can still hold some young women back from fulfilling their true potential. With this campaign we want to encourage them to reframe their expectations by freeing them from the constraints of perfection and helping them to live life on their terms. Additionally by joining forces with Refinery29 this campaign demonstrates the joint capabilities that VICE Media Group has to offer brands”