Estée Lauder:

The Challenge:

Estée Lauder set its sights on nurturing Supreme’s growth within EMEA, aiming to unlock an emotional connection that would set the brand apart.  To accomplish this ambitious goal, the brand recognised the critical need to identify a compelling emotional anchor that would foster differentiation, connection, and ownership.  The team approached Butterfly, recognizing our strength in unlocking emotions.  Through the briefing, we could see that the real opportunity was to find a way for Supreme to be about defying conventions, moving beyond traditional demographics to embrace an ageless philosophy that valued inclusivity and sustainability. The challenge wasn’t just to chase growth but to reshape Supreme into an icon of ageless beauty and unshakable self-confidence.

The Approach:

At Butterfly, we believe in a philosophy that centres around creating things people genuinely believe in. Embracing the essence of our 4D methodology, we are able to deconstruct the significance of emotions in shaping authentic consumer connections.

Our approach for Supreme commenced by meticulously mapping out territories to explore, encompassing all conceivable ways this brand could express itself. These territories served as the foundation for our journey. We leveraged our unique “Emoti-cepts” to unravel the emotional core of the challenges at hand. In conjunction with other ‘cepts, such as Visual-Cepts, Sense-Cepts, Design-Cepts, and Benefit-Cepts, we were able to understand consumers’ world holistically.

We conducted extensive language analysis using public data online to determine how people were talking when they had a veil of anonymity. We deep dived in to these insights during an iterative consumer programme that included communities, in-depth interviews & groups exploring individual and community points of view.

The Impact:

This emotional approach allowed us to unveil three profound insights, each revealing a unique facet of the emotional landscape, enabling Estée Lauder to understand consumers at a deeper level and make informed decisions for the Supreme campaign.

By challenging preconceptions, we successfully redefined the core target audience for Supreme as inclusive and ageless, reinforcing Estée Lauder’s commitment to diversity and sustainability.

Our findings illustrated that age is not merely a number but a profound influence on one’s identity, impacting various aspects of life. As individuals age, they undergo a transformative journey of self-discovery and self-assurance. However, society’s negative stereotypes often overshadow these empowering experiences. This discord between societal expectations and personal growth was a significant opportunity for Estée Lauder to reframe the aging conversation positively.