For the first time, Estée Lauder has used International Women’s day to launch a Canada-centric ad campaign, focusing on how women navigate the demands of their professional and personal lives.

“#WeArePlenty” is specifically targeted at the “ageless female consumer” and features Canadians like media personality Leslie Yip; scientist and professor Joanne Kotsopoulos; and Annieka Francis, a registered social worker. It launched on International Women’s Day last week, and runs for six weeks.

The campaign identifies a common thread between Canadian women who are juggling multi-faceted pressured lives from motherhood to career to family, and heroes Estée Lauder’s Advanced Night Repair products.

“‘#WeArePlenty’ recognizes every Canadian woman who has ever felt the pressure of conflicting demands as they embody many roles in their life, celebrating that she is more than enough just as she is,” says Brooke Andrew, marketing director for Estée Lauder Canada.

According to Andrew, the brand’s research identified that the “ageless women” looks to address their skincare needs with simple and functional products, which is why it complemented the emotional storytelling in its campaign videos.

“Our hope is that #WeArePlenty resonates in a meaningful way with our customers and that we can evolve and build on this idea in future seasons,” she says.

Elodie Richard, brand manager and executive director for the Estée Lauder brand in Canada, says that on a global level, the brand has typically recognized its founder and namesake around International Women’s Day. But this year, it has more than doubled its ad investment compared to last spring to bring this project to life and resonate on a deeper level with women.

Estee Lauder is investing in a full 360-approach with “#WeArePlenty,” prioritizing digital media and a strong social strategy for awareness as well as ensuring reach with select print outlets. In-store, it is encouraging customers to visit Shoppers Drug Mart locations to experience the brand’s visual programs and speak with a Shoppers Beauty Boutique Expert about how to incorporate Advanced Night Repair products into their beauty routine.

Cossette led concept strategy, execution and creative delivery; Decoded handled media planning.