Aerin Lauder to Launch Her Own Brand
Published: 2012-05-19 by Marina MilojevićAerin Lauder, granddaughter of the legendary American business magnate Estée Lauder, is planning to launch her own brand that will cover everything from beauty to tabletop to jewelry. Aerin Lauder draws her inspiration from the rich heritage of Estée Lauder Companies, the $8 billion brand founded in 1946, but wishes to give a modern twist to prestige beauty products.
The new company, named Aerin LLC, arrives on the market in late August. The brand will debut with a selection of beauty products, with tabletop and gift offerings to arrive for the holiday season. In spring of 2013, Aerin Lauder will present a collection of personal accessories, fabrics and home items, as well as a book on living and style.
Speaking about the collection Lauder said that her goal is to create a line that is all about modern, effortless beauty. Her wish is to create a true lifestyle brand, and that is why home will be a major focus. She has licensed the Aerin name to Lenox and Nest, to create the tabletop products and a giftable holiday-themed candle line. The offering will later expand to include sheets and towels, along with the jewelry. Naturally, Estée Lauder Cos. Inc. is licensed to create cosmetic collections.Here is what arrives on the market in August:
- Fresh Skin Compact Makeup - a cream-to-powder foundation also works as concealer. The product will be available in six shades, priced at $48;
- Pretty Bronze Illuminating Powder in two shades, retailing for $45;
- Multi Color for Lips and Cheeks in Natural for $42;
- Rose Lip Conditioner in Nude for $28;
- Rose Hand and Body Cream for $40;
- Essential Makeup Bag in the rose and white, priced at $48,
- and the Brush Essentials set that includes foundation, concealer, bronzer, highlighter and lip brushes, for $148.
Source:WWD