Estée Lauder’s “After Hours” pop-up shop is designed to capture the essence of the 5 to 9 after that 9 to 5. This unique experience is tailored to resonate with the mindset of Gen Z—an audacious, transformative generation that rewrites the rules and embraces a new way of living. Gen Z women, in particular, are leading the charge as trailblazers with a work-hard, play-harder mentality, embodying the modern "girl boss."

This campaign is a tribute to these dynamic women who are redefining societal expectations and breaking free from outdated norms. Historically, Estée Lauder has been perceived as a brand catering primarily to older white women, but we are committed to shifting this narrative. We believe that Estée Lauder is the perfect brand to champion this movement, just as Estée Lauder herself was a trailblazer in her time. Through “After Hours,” we aim to celebrate and empower the new generation of women who are reshaping the world on their terms.