Estée Lauder is a beauty label known to most as timeless, classic; a brand we can all rely on, appealing to all ages but not really one a 16 year old would wear unless she stole her Mum’s red lippie. When you think of Estee Lauder, do the words fresh, colourful, exciting or young spring to mind? Maybe not, but have a look at what they’re doing with The Estée Edit, because you might just change your mind…
Lauder have announced they are launching in Sephora stores in the US from today, with a whole new collection; The Estée Edit. Kendall Jenner is already the younger face of their makeup line – we can see they are trying to appeal to a new generation of make up addicts. We can’t blame Lauder for wanting to win over the 18-34 year olds; social media has an undeniable influence over beauty, and that’s exactly the territory that Estée Lauder are delving into next…
Along with Jenner, Lauder has signed cool-girl blogger Irene Kim, to win the hearts of the social media-fanatics. Irene is a Korean model, ‘It’ girl, a digital and street style sensation..
The Lauder brand is maybe best known for their anti-ageing skincare range, best sellers like Advanced Night Repair and wearable pretty makeup. No longer content with expanding beauty counters in dept stores, the Lauder brand is rethinking who its audience are and a making a clever job of it. Inspired by Jenner and Kim; Lauder are totally focused on what they call ‘the Millenial’ audience.
The line will be dedicated to different personalities; for example, products from The Edgiest line-up consist of high-pigment, high-impact items, and include ‘Lip Flip’, a canary yellow lipstick to lighten lip shades – if you NEED that colour in your life!
At the other end of the spectrum is The Barest, which is designed to deliver sheer veils of colour, infused with skincare benefits. It includes ‘Skin Glowing Balm Makeup’, a tinted moisturiser available in 12 shades, and ‘The Barest Lipcolor’, which offers six nude shades.
Jenner and Kim’s input is particularly visible within the special ‘Guest Editor’ items, including a 14-shade eye palette that bears Jenner’s name. It includes two ‘transformer’ shadows with black-light technology that glows in the dark under the right lighting – how cool is that? For the #selfie generation there is Flash Photo Gloss, a blue-tinged lip gloss which is said to make teeth look whiter.
There’s already an Instagram page dedicated to The Estée Edit, giving a teaser of what’s to come… Be prepared to see the hashtag #beautyattitudes a lot, video tutorials, the lot. We can’t wait. It looks like Estée Lauder hasn’t just joined the party, they’ve bought their own DJ, dance floor and we want an invite!
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The Estée Edit is only launching in the US for now – from today in Sephora stores – but don’t be disheartened, they have told us to stay tuned. We sense a UK launch coming sometime soon…
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