Estée Lauder’s Amanda Gorman debuts first brand campaign

Published: 17-Feb-2022

US’ youngest inaugural poet has named the first beneficiaries of the make-up conglomerate’s Writing Change grant

Amanda Gorman – the youngest inaugural poet in US history – has debuted her first Estée Lauder campaign.

To promote Double Wear Stay-in-Place Makeup foundation, the advert aims to address confidence and highlights Gorman’s role as the beauty conglomerate’s Global Changemaker.

Gorman was named as Estée Lauder Companies' (ELC) first-ever Global Changemaker in September. 

The 23-year-old aims to inspire women, girls and everyone to be confident in themselves and their ability to disrupt systems of oppression.

"Mrs. Estée Lauder shattered glass ceilings as a leader in business 75 years ago," said Gorman.

“Embracing this spirit, I am delighted that our partnership will help inspire women, girls, and all people around the world to do great things, to disrupt, to be confident, and to be future leaders in whatever path they take." 

Meanwhile, the National Youth Poet Laureate has also been appointed as the curator of the ELC's' Writing Change Literacy Initiative.

“Amanda embodies a new generation and demonstrates the importance and influence of voice,” said Fabrizio Freda, President and Chief Executive Officer at ELC.

“As a company, we are committed to nurturing the leaders and talent of the future, empowering them to use their voices—and to use them loudly. We are thrilled to partner with Amanda as we embark on this collective journey to strengthen our commitment to girls’ education, helping provide the skills needed to be heard around the globe.”

As part of this partnership, the US brand owner has pledged to donate US$3m over three years to the campaign.

In March 2021, the company published its commitments to gender equality and women’s advancement, with initiatives committed to levelling the playing field for all genders inside and outside the company.

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