Range targeted at millennials launches in Sephora and Selfridges
Estée Lauder has announced the launch of its highly anticipated new range, The Estée Edit.
The new collection has debuted in 320 Sephora stores across the US and Canada, and is due to launch exclusively in Selfridges in the UK in May.
The range includes a selection of make-up and skin care created specifically for the millennial generation. The range is fronted by key Estée Lauder ambassadors Kendall Jenner and Irene Kim. The range is said to be inspired by the famous Estée Lauder quote: “Beauty is an attitude”.
Jane Hertzmark, Group President at Estée Lauder, said: “Our founder, Estée Lauder, invented the beauty business as we know it. So we asked ourselves, if Estée was re-inventing the beauty business for Sephora today, what would she do? The answer is The Estée Edit.”
The Estée Edit comprises 82 products – 72 cosmetics and 10 skin care items. The packaging features signature Estée Lauder elements inspired by those created by the woman herself, resulting in a silver and white theme with cobalt blue splatter graphics.
The products themselves were created with social media in mind. Key items include Flash Photo Gloss, Pore Vanishing Stick, Lip Flip Shade Transformers and The Edit Eyeshadow Palette – signed by Kendall Jenner. Complexion Hybrids – make-up products with skin-loving ingredients added – are also included. Prices range from $15 to $50.
Artemis Patrick, Senior Vice President of Merchandising at Sephora, said: “The Estée Edit is a win for both Estée Lauder and the Sephora client. We anticipate that The Estée Edit’s mix of covetable trend-based make-up, instant-gratification skin care products, approachable price point and millennial muses will receive a very positive reaction from our young and socially-engaged consumers.”