Estee Lauder's La Mer and Michelle Yeoh tease new collab on socials featuring Yeoh's ballet moves

Estee Lauder's skincare brand La Mer and Malaysian born actress Michelle Yeoh have unveiled several video teasers featuring Yeoh's ballet and martial art moves to reveal their collaboration on a new skincare product.

According to their Instagram post, the teasers saw Yeoh applying the brand's latest moisturising cream gently on her face and hand while featuring some of Yeoh's ballet and martial art moves to give audience an "intimate view of Yeoh’s journey to becoming the iconic leading lady she is today" as well as giving fans an inside look into the beauty rituals that give Yeoh an "ever-so-timeless radiance".

Within the video teasers, Yeoh also briefly talked about what kind of initial roles were offered to women when she started her career in Hong Kong and she answered "damsel in distress".

The skincare brand also played along with what La Mer, also known as sea, meant to the Hollywood star, another Instagram post read. “The sea is very special to me. It’s a place where I find calm and inspiration, and it brings warm memories of my time spent there with family,” Yeoh said of her lifelong affection for the ocean. “That same connection is what drew me to La Mer.” 

A check by MARKETING-INTERACTIVE saw on Instagram that many netizens were praising the brand for its smart marketing move, while some said the brand and Yeoh are their two favourite icons. 

Don't miss: Round up: Companies in MY paying tribute to Michelle Yeoh

Aside from the latest campaign with Yeoh, on 16 and 17 March, the Estée Lauder Companies’ Inclusion Diversity and Equity Center of Excellence hosted its second Global ID&E Summit in New York City, bringing together ID&E Champions both in-person and virtually from 27 countries representing its brands, regions, functions, and Employee Resource Groups (ERGs).

Centered around the theme, celebrating the power of its global ID&E community, the ID&E Summit hosted 10 core sessions including panel discussions, fireside chats and workshops with internal champions and external thought leaders discussing the following areas of focus: globalization, local relevance and cultural moments, generational diversity, disability inclusion, mental health and wellness at work, neurodiversity, and psychological safety. 

MARKETING-INTERACTIVE has reached out to Estee Lauder for more information. 

Yeoh recently went down in history as the first Asian woman to have won an Oscars for best actress at the 95th Academy Awards for her role in Everything Everywhere All at Once, and brands in Malaysia are paying tribute to her. Yeoh's win definitely got the internet going and there is some social chatter that's going on. The conversation is mostly positive, as seen by data that's provided to MARKETING-INTERACTIVE by media intelligence firm Carma.

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