London, UK, 12 August 2026: Estée Lauder is launching a new UK and Ireland media campaign for Glimmer Eau de Parfum, the brand’s biggest fragrance launch in over a decade and its first major women’s prestige fragrance re-entry in 10 years.
WPP Media won the Estée Lauder Companies business as part of a global consolidation earlier this year with the UK officially onboarding from July 2026. The launch is one of the first major campaigns to go live under WPP Media UK’s new remit, bringing together media planning, audience strategy and activation.
Built around the idea of “glimmers” – small moments of joy, warmth and connection – the campaign responds to a culture in which consumers are seeking fragrance for emotional restoration, sensory connection and everyday optimism.
Acclaimed actress and singer Hailee Steinfeld stars as the face of Glimmer. Rooted in the belief that one spark can ignite many, the campaign positions Hailee and her singing voice as catalysts for the joy, optimism, and connection that are at the heart of Glimmer.
The media strategy combines high-impact awareness channels with digital and social touchpoints designed to support discovery, engagement and retail consideration among women and beauty-focused audiences across the UK and Ireland, including Gen Z and younger millennial consumers.
The campaign launches with a high impact Oxford Circus 360 underground wrap near key retail sites. Alongside AV, activity spans social, programmatic video and OOH, the campaign also uses WPP Open and Cultural Reflex Agent to shape audience strategy, cultural intelligence and media consumption planning.
Jonathan Parsons, Marketing Director, Estée Lauder: “Glimmer is designed to celebrate the small but positive moments that can shift how you feel and move through the day. With this campaign, we wanted to bring that idea to life within the media experience, reaching consumers in moments that feel relevant, sensory, and connected. The campaign is about introducing a new generation to Estée Lauder fragrance, while creating fresh, unexpected ways to discover Glimmer and make it part of everyday moments.”
Louise Temperley, Senior Vice President, Clients, WPP Media: “The landmark Glimmer launch called for a media approach that could combine prestige, emotional impact and precision at scale. By bringing together WPP Open, high-impact out-of-home and social activation, we are helping Estée Lauder reach a new generation of fragrance consumers and connect awareness with intent across the full journey.”
