Estée Lauder targets Millennials with the Estée Edit line

Published: 2016-01-22 by Marina Milojević in Makeup

The house of Estée Lauder has just announced the launch of its brand new 82-stock-keeping-unit collection aimed at Millennials. The Estée Edit range is a fruit of the Estée Edit campaign, which started back in 2014, when the 70-year-old brand revealed its plans about approaching the younger audience. At the time, Estée Lauder introduced social media star Kendall Jenner as its newest face, and later inked a deal with beauty blogger Irene Kim, who became its new Global Beauty Contributor.

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The Estée Edit collection is launching in Sephora and on sephora.com on March 15, before it goes global later this year. The collection, which is guest edited by Kendall Jener and Irene Kim, will also be available for purchase on the Estée Lauder website, but not before July 2016.

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In an interview for WWD, Jane Hertzmark Hudis, group president for The Estée Lauder Cos., explained the genesis of the collection: “We looked within our own DNA and to Estée Lauder herself, and asked ourselves, ‘If Estée were creating a collection for Sephora today, what would that be?’” Apparently, the answer is a broad collection comprising 72 makeup items and 10 skincare products. All of them are created with the social media generation in mind and inspired by Jenner and Kim.

 

Shine on babes. #beautyattitudes

A photo posted by The Estée Edit (@theesteeedit) on


The line will be merchandised by category and by beauty attitudes, thus helping the consumers to shop by the look that resonates with their own beauty philosophy. For example, The Edgiest lineup comprises high-pigment, high-impact products, such as a canary yellow lipstick, or metallic eyeshadows. The Barest line includes sheer formulas infused with skin-caring ingredients, such as the Skin Glowing Balm Makeup moisturizer, or a line of nude-colored lip colors.

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The line will also include the Jenner Eyeshadow Palette filled with 14 eye shadow shades, including two “transformer shades” glow in the dark under the black lighting. There is also a Flash Photo Gloss, a blue-tinted lip gloss that makes teeth look whiter (similar to Lipstick Queen’s Hello Sailor). As for the skincare range, it is specifically formulated to bring instant benefits. The products are priced from $15 to $50, and they are packed in Estée Lauder’s signature blue packaging, graced with a cobalt paint splatter.

 

Weekend goal, give serious shade. #beautyattitudes

A photo posted by The Estée Edit (@theesteeedit) on

The Estée Edit line will be sold in about 320 Sephora doors in North America. Jenner will also make a personal appearance at a Manhattan Sephora on March 22. In the meantime, you may follow The Estée Edit's official Instagram for teaser pics!

The Estée Edit line for millennials



Marina Milojević

Editor, Author & Translator
[email protected]

Marina Milojević is a senior editor at Fragrantica. She’s been a member of the team since 2010. Marina writes for BeautyAlmanac and Luxois, ...(more)


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