Ready, Set, Market is UTM's largest marketing case competition, hosted by the Innovative Business Association. Participants tackle a real-world brand challenge under time pressure, integrating research, strategy, and creativity into a compelling business recommendation.
The Challenge
How can Estée Lauder reposition itself as a credible leader in modern skincare while preserving its luxury heritage?
Much like the tech industry, the beauty world is shifting. People still want luxury — but they also want to know what's in their products and why it works.
This tension between heritage and modern transparency is the insight that shaped our campaign.
The Campaign: Beauty Then, Beauty Now
We took everything Estée Lauder has stood for across generations (luxury, prestige, legacy) and paired it with the science and transparency today's consumers expect. We brought it to life in three ways:
01
Multigenerational Storytelling
Showing how the brand has stayed relevant across generations of women through authentic narrative.
02
Experiential Pop-Ups
Letting people experience the brand in person — moving beyond digital into tangible, memorable touchpoints.
03
Personalized Skincare Quiz
Helping customers find products that actually work for them through data-driven personalization.
A campaign that reimagines Estée Lauder's heritage through emotional storytelling, scientific transparency, and a more personal digital experience — without losing what made the brand iconic.
My Contribution · Technical Expert
"A Formula For You" Quiz
your skin, your way.
Designed and led a personalized digital experience that provides unique skincare routine recommendations based on preferences — with digestible, consumer-friendly ingredient information built in.
Applied product management principles and audience segmentation to redesign the website journey, aligning the experience with sales, marketing, and customer needs.
12-Piece Holiday Blockbuster Shop Now
ESTĒE LAUDERSIGN IN
‹SKINCARE
SKINCARE ROUTINE FINDER
SHOP ALL SKINCARE
BY CATEGORY›
BY CONCERN›
COLLECTIONS›
FEATURED
The redesign rationale
01
Better visibility
Moved from a buried nav dropdown to a featured homepage experience.
02
Accessibility
Clear entry points for both new and returning customers.
03
Better engagement
Personalized journeys drive higher retention time on the site and converts more browsers into buyers.
The segmented experience
01
New customers
Encouraged to take a quiz to understand their skin concerns and receive a tailored routine.
02
Positive experience
Get a personalized "Year in Review,"product recommendations, and an easy repurchase option.
03
Negative experience
Prompted to retake the quiz and receive new skincare recommendations.
ESTÉE LAUDER
A Formula For You
Your skin. Your way.
Discover your personalized routine, crafted with over 75 years of skincare expertise.
Dermatologist tested · Expert formulated
Skin Consultation
What's your main skin concern?
Skin Consultation
How would you describe your skin type?
Skin Consultation
What matters most to you?
Your formula
Advanced Night Repair System
Clinically proven hydration with full ingredient transparency — matched to your skin profile.
