Our role was to guide Estée Lauder through the human side of this transformation—ensuring that employees felt informed, engaged, and included every step of the way.
And just as beauty comes from the inside out, the success of our project would come from making the internal communications disruptive enough to grab attention, simple enough to understand, and memorable enough to give everyone time to prepare and adjust to the changes.
We started by holding listening sessions- gathering insights directly from the employees, right on the manufacturing line in all three shifts. This was significant because understanding their concerns, and having their voices to be heard, allowed us to tailor a communication strategy that resonated across the entire workforce. From the board room to the cafeteria, from executives to new team members, from manufacturing experts to office employees, we made sure that everyone felt connected to the project and understood what was changing, when, and why.
To ensure transparency and build excitement, we organized town halls, interactive events, and an immersive launch experience. These were more than just information sessions—they were an opportunity for leadership to speak directly to employees, share the vision for the future, and listen to their feedback. We wanted employees to feel not just like participants in the process, but co-creators of the future they were building.
We also developed a detailed communications calendar that provided a steady stream of updates—videos, infographics, emails, and digital signage—designed to reach employees in ways that fit their communication styles. This ensured that whether employees preferred quick, digestible content or more in-depth discussions, they would have access to the information they needed at every stage of the transformation.
Our revitalization initiative kicked off with a vibrant company cookout and town hall event, where employees were celebrated for their invaluable feedback. During the gathering, they were informed about the timelines and key milestones for each phase of the initiative, giving them a clear understanding of what to expect moving forward. To enhance the experience, Brandemix provided branded banners, t-shirts, bags, and sunglasses, ensuring everyone felt part of the exciting transformation. Additionally, Brandemix managed all event invitations, ensuring seamless coordination and a memorable kickoff for the revitalization project.
