Content Strategy

A few highlights of Kaylee’s work in content strategy.

COOLA’s Clothing Optional, SPF Required Campaign
Starring HenryHenryHenry

In addition to the launch video, the campaign included paid media, organic social, influencer gifting, OOH billboards and a launch event.

San Diego-based sunscreen brand COOLA has met their match, partnering with mega-creator and San Diego-native, @Henryhenryhenryhen, for their 2026 summer campaign, titled “Clothing Optional, SPF Required." Filmed at home for both COOLA & Henry, the campaign was shot at Black’s Beach, a renowned stretch known for dramatic cliffs, surf swells, and the ability to sunbathe nude. The brand known for their Feel-Good sunscreen, wanted a local partner who lives and breathes the magic that is the San Diego-lifestyle. The team met Henry IRL at an event over a year ago and knew he was the partner for them, ideating a campaign around his cheeky personality and well-spoken demeanor.

Encouraging Civic Engagement

Leading up to the 2020 U.S. Election, The Estée Lauder Companies put together an editorial task force. Their goal? Come up with a plan to encourage both employees and consumers to vote. An added challenge? All employees were still working-from-home due to the COVID-19. Along with several Communications colleagues, Kaylee launched a multi-platform Civic Engagement campaign which included the announcement of paid time off to vote, an article on ELCompanies.com, the creation of a video asset, social media posts and media pitching.

Watch: Why I Vote

In addition to relying on employees to shoot their own footage due to COVID restraints, the video created for The Estée Lauder Companies had to be bipartisan, without focusing on a specific political party.

Honoring 75 Years at The Estée Lauder Companies

The Estée Lauder Companies recent 75th Anniversary was a time to honor the past, celebrate the present and commit to a bright future. Kaylee capitalized on the “How It Started, How It’s Going” social media trend to recognize the company’s history while focusing on its future. The campaign was launched to much success on the company’s external social media channels and internal digital workplace. Below find a few examples from the company’s social campaign.

In 1965, ELC broke ground on its first manufacturing facility in Melville, New York. Designed by architect Richard Dattner, the facility was recognized for its modern architectural design. Melville was the first of three manufacturing sites built during that time to meet increased demand, with a site in Oevel, Belgium and Whitman, UK to follow. Today, our Melville, Oevel and Whiteman sites continue to thrive, with additional manufacturing in eight locations around the world. Melville is responsible for producing 24% of skincare products sold at the company today.
Determined to sell her products in a high-end department store, ELC founder Estée Lauder convinced the cosmetics buyer at Saks Fifth Avenue to place an order for $1,020 (gross sales) of Estée Lauder products in 1947. The order, filled with cleansing oil, skin lotion, all purpose crème and eye crème was equivalent to $12,000 today. In Fiscal Year 2020, The Estée Lauder Companies celebrated an impressive $16.22 billion in net sales, selling our products in over 150 countries and territories through 25+ brands.
In 1992, Evelyn H. Lauder co-created the Pink Ribbon and started ELC’s Breast Cancer Campaign. At a time when breast cancer wasn’t spoken about openly, Evelyn believed that if the Pink Ribbon was worn around the world, it would spark a conversation to create awareness, drive impact and save lives. It worked. Today, The Campaign has raised more than $99 million globally for lifesaving research, education and medical services through 60+ organizations around the world.
In 1969, The Estée Lauder Companies became one of the earliest tenants of the newly built General Motors Building, overlooking Central Park in New York City. Today, the GM building remains our Global headquarters, with 50+ additional regional and affiliate offices around the world, including locations in London, Paris, Shanghai, Hong Kong, Panama and more.
In 1946, Estée and Joseph Lauder founded Estée Lauder cosmetics. The couple had two sons, and the family business was often the topic of discussion at the dinner table. By 1960, after years of hard work and ingenuity, the Lauders were on their way — from a small operation to becoming one of the most influential names in the beauty industry. Today, 75 years since its creation, second- and-third-generation members of the Lauder family remain at the heart of our company, actively engaged in our leadership. A family company then, and a family company now.
Clinique was one of ELC’s, and the world’s, first ever e-commerce sites to launch in 1996. From reading up on beauty tips to checking out new products, the website was ahead of the curve during a time when the world wide web was just getting started. Today, our company’s technology has evolved to include robust e-comm sites, Skin School virtual consultations, apps and shade-matching tools such as Clinique’s Clinical Reality. Clinique Clinical Reality combines the latest in augmented reality with 50 years of dermatologist-driven expertise to provide consumers around the world with personalized product recommendations in just a few minutes! For Skin School, Clinique was the first ELC brand to host integrated, shoppable livestream. When it comes to technology, we’re always looking to see what’s next.
In 1994, MAC Cosmetics VIVA GLAM was created as a revolutionary fundraising model giving 100% of the selling price of VIVA GLAM lipsticks to local organizations in Canada supporting those living with and affected by HIV/AIDS. Over 26 years later, VIVA GLAM has raised more than $500 million for the global fight against HIV/AIDS, as well as healthy futures and equal rights for women and girls and the LGBTQIA+ community, helping millions of people. That’s 9,713 grants to over 1,800 groundbreaking and innovative programs and organizations around the globe! Last year, M·A·C teamed up with singer-songwriter Rosalía to create a bold and fun matte red lipstick aptly named VG26 – representing 26 disruptive campaigns led by 46 outspoken icons.