Estée Lauder wants to break into people’s most private inner circle—the group chat—in a new campaign starring comedian and actor Bowen Yang and fellow Saturday Night Live alum Ana Gasteyer.
“Guilty as Skin” promotes the brand’s Advanced Night Repair serum while reflecting the shift in how modern consumers discover and buy products. According to a 2025 survey from GIPHY and Censuswide, 85% of people say they consult their group chat before making major life decisions about careers or relationships, while 77% report turning to the chat for smaller, everyday decisions such as what to wear or eat for dinner.
