Estée Lauder needed to relaunch its legendary Advanced Night Repair serum for this generation, defending its status against a new wave of clinical and clean beauty competitors.

In a category obsessed with stopping the clock, we found our audience to be more interested in momentum. They refuse to stand still.

Casting boundary-breakers like actor Amber Riley and poet Elizabeth Acevedo, we turned the product reformulation into a cultural affirmation: your best version is always ahead of you.