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Athlete-Backed Makeup Campaigns

Estée Lauder's #ShadesOfCanada Campaign Features Canadian Athletes

— May 21, 2021 — Fashion
The #ShadesOfCanada campaign from Estée Lauder features a range of diverse competing and non-competing Canadian athletes to show how its best-selling Double Wear foundation meets tough demands and inspires qualities like strength and confidence. The Double Wear Stay-in-Place Makeup is known for providing 24-hour wear and a natural matte finish in an expansive range with more than 50 shades.

The campaign highlights water polo players, ice hockey players and Paralympic snowboarders who are also parents and entrepreneurs who need their makeup to keep up with the demands of their busy lives. The lightweight and long-wearing foundation is oil-free and offers all-day oil control, plus it resists the humidity, heat and sweat for a formula that's touted as both waterproof and life-proof.
Trend Themes
1. Athlete-backed Makeup Campaigns - Businesses can take note of the success of Estée Lauder's campaign and explore partnerships with athletes to create makeup lines that cater to athletes' specific needs while embodying their qualities of strength and confidence.
2. Diversity and Inclusivity in Makeup Range Offerings - Other makeup brands can follow Estée Lauder's lead by showcasing a diverse range of people in their campaigns and offering an expansive range of shades to cater to the needs of all their customers, regardless of skin color, gender, or age
3. Long-lasting and Waterproof Makeup Trends - Given the popularity of Estée Lauder's Double Wear foundation, companies can explore creating products that are long-lasting, oil-free, and waterproof to appeal to customers who live a busy and active lifestyle.
Industry Implications
1. Beauty and Cosmetics Industry - Companies in the beauty and cosmetics industry can explore collaborations with athletes to create products that cater to their specific needs while celebrating their stories and qualities.
2. Athletic Apparel Industry - The athletic apparel industry can partner with makeup brands to offer customers a full range of products that cater to their active lifestyles - from sweat-resistant clothing to long-wearing, waterproof makeup.
3. Marketing and Advertising Industry - Marketing and advertising agencies can take note of Estée Lauder's campaign and create advertisements that promote diversity, inclusivity, and empowerment by showcasing people from different backgrounds and highlighting their unique stories.
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