Estée Lauder
APAC Campaign

Estée Lauder partnered with Bonjour Paris to cultivate a deeper resonance with the APAC market in a campaign that reimagines the codes of traditional advertising. Leaning into the emotional pull of high-end storytelling, the collaboration reintroduces the Advanced Night Repair to a new generation.

Inspired by the visual language of K-dramas, Bonjour Paris crafted a narrative that unfolds as a mini-series starring singer and actress IU, weaving a human story into the science of overnight skincare. Through sophisticated VFX and a holographic aesthetic, the storyline follows the duality of two characters: the ‘Young Executive’ and the ‘Night Expert.’ The Advanced Night Repair is elevated from a serum into a protagonist as the Young Executive—an embodiment of modern ambition and exhaustion—is aided by the Night Expert, who restores her radiance.

Produced across New York, Paris, and Seoul, the project culminates in an immersive universe of transformation, turning a skincare ritual into a cinematic tale of renewal.