Estée Lauder has launched a new lipstick collection which has been billed as its most luxurious formula yet. According to Anne Carullo, Senior Vice President, Global Product Development for Estée Lauder & Tom Ford Beauty at Estée Lauder, the collection is line with Group President John Demsey's goal to bring the brand into “modernity and relevancy”. The new Pure Color Envy Sculpting Lipstick collection follows soon after the September release of Modern Muse – the first major fragrance launch from the brand in almost a decade.
The new 20-piece Pure Color Envy Sculpting Lipstick collection combines strong colour with a new moisturising formula. The comprehensive shade range has been divided into four key 'colour families' including nudes/browns pinks/berries, corals/reds and mauves/plums.
The formula itself is said to last up to six hours on the lips, working to shape, define and add volume to the lips through the use of multi-faceted colour pigments. Finally, a combination of the brand's Time Release Encapsulated Moisture Complex and hyaluronic acid helps to boost the lips’ ability to attract, capture and seal in continuous hydration. Speaking to Cosmetics Business, Carullo said this part of the formulation process presented the greatest challenge: “The most challenging part was to create a new breed of lipstick by getting the hyaluronic acid and intense pigment into a wax-based formula.”
To complement the new formula, the new range has been repackaged in an updated lipstick case which takes inspiration from modern architecture. The case features Estée Lauder’s signature navy and gold shades, while golden plaques at each end of the case “convey the modern glamour and style of the brand”.
Launching in February, the lipsticks will be priced at £24 each. They will be accompanied by a line of Pure Color Envy Nail Lacquers from February in five shades: Red Ego, Impassioned, Envious, Insolent Plum and Tumultuous.