Estée Lauder has renovated its hero product Double Wear Stay-in-Place Foundation to better meet “evolved” consumer needs.
Dubbed by the brand as “the next generation of its iconic foundation”, the reimagined Double Wear Stay-in-Place Makeup claims to deliver coverage like the original foundation, but with more skin care and make-up benefits than before.
The 60-shade upgraded version is described as “a more dimensional matte formula” that is long-wearing, claiming to deliver 36 hours of colour-true wear and 72 hours of moisture maintenance thanks to the brand’s new Polymer Mesh Matrix Technology.
The reformulation comes as Estée Lauder Companies (ELC), the parent company of Estée Lauder, continues to push forward with its ‘Profit Recovery and Growth Plan’ to try to strengthen and consolidate its business portfolio.
“For decades, Double Wear has defined the foundation category, setting the standard for high-performance make-up and loved by millions around the world,” read Estée Lauder’s press release on the launch.
“Today, Double Wear Stay-in-Place has been reimagined.
“As consumer needs have evolved, and as science has advanced, Estée Lauder continues to redefine what a high-performance foundation can be.
“The New Double Wear is everything you love about the original, now with even better make-up and skin care benefits, so it is truly made for more.”
How has Estée Lauder’s Double Wear Foundation been reformulated?
Estée Lauder’s Double Wear Stay-in-Place Makeup’s breathable polymer system – Polymer Mesh Matrix Technology – is described as acting like an invisible net.
It is said to enable the formula to move and breathe with skin for coverage that is transfer-, water- and sweat-proof.
Each drop encapsulates 20 trillion colour-treated micro-pigments that are said to be fully oxidised and stabilised to deliver uniform, skin-true coverage that claims not to shift or change throughout the day.
This change is said to make the formula more fluid and spreadable, so users can create the ideal level of coverage they want without any drying.
The foundation also comprises Estée Lauder’s Double Balancing Complex, which features AlgaNiacin to balance skin with oil control and hydration, while reducing skin’s oil production on bare skin over time.
Estée Lauder's Double Wear Stay-in-Place Makeup
Glycerin and hyaluronic acid work to deliver and maintain moisture levels; niacinamide helps reduce sebum production; and brown algae extract claims to reduce oil production.
Double Wear’s recyclable glass bottle has also been given an upgrade to a more minimalist design, which is inspired by the foundation’s more dimensional, never-flat matte finish.
Estée Lauder’s new Double Wear Stay-in-Place Makeup goes on sale on 4 February with an RRP of £39.50.
Last year, Estée Lauder launched a reformulation of its foundation's popular sister product, Double Wear Concealer.
Consumer reactions to the news
News of Estée Lauder renovating its hero Double Wear Foundation has circled on social media before its release date, with many highly anticipating the release and others feeling cautious.
Instagram account Trend Mood (@trendmood1) – which serves as a go-to source for breaking news on beauty product launches – shared the news on 18 January, with comments flocking in from beauty lovers underneath.
Instagram user and make-up artist Surbhi Deshpande (@makeupandhairbysurabhi) commented on Trend Mood’s post: “This foundation has been my bridal go-to for years!
“They are changing the formula now and I cannot decide whether I am excited or scared?”
Instagram user Tiffany S (@just.tiffany.s) also commented: “I am excited.
“If the upgrade is like the concealer, it is going to be amazing.
“I absolutely love the newer concealer.”
A Reddit board has also been created about the news, titled ‘Esteé Lauder Double Wear Foundation is being reformulated!’.