Reminding the world of sleep's pioneer.

For decades, Estée Lauder has led the way in night science and skin rejuvenation. But with an ever-expanding beauty market, they needed to remind the world what set them apart. Their challenge wasn’t just to capture a new generation’s attention—it was to reaffirm their authority to loyal customers. They needed an experience that made their legacy feel as groundbreaking today as it did when they first pioneered the category.

We worked with Rizer to create the Night Skin Science Center, an immersive activation that travelled across Asia. Inspired by the night sky, the space blended cutting-edge science with timeless beauty, giving visitors a first-hand look at the research behind Estée Lauder’s innovations. Every detail was designed for engagement—from spatial design and way-finding to motion visuals, product guides, and a night routine tracking app—turning skincare into an experience that felt both educational and aspirational.

The Night Skin Science Center reintroduced Estée Lauder’s pioneering spirit—giving a new generation a reason to believe in the brand, and a loyal audience a reason to stay.

“We are incredibly grateful to the Good Behaviour team. Their meticulous execution and strategic insight were evident in every detail, reflecting their outstanding craftsmanship. Thank you for a fantastic collaboration.”