Estee Lauder introduces Estée Edit, an 82-stock-keeping-unit makeup and skin-care collection launching exclusively at Sephora in early spring. The new Estee Edit makeup and skin-care range is inspired by Kendall Jenner and beauty blogger Irene Kim.
“Estée Lauder approached Sephora with this concept…to partner to launch a brand created with a whole new approach to the younger, modern consumer,” said Artemis Patrick, senior vice president of merchandising at Sephora. “We worked closely with the Lauder team on all aspects. This is a great brand to target today’s Sephora client and great way for Estée Lauder to introduce a brand to the younger consumer.”
U.S. Launch Date – 15 March 2015 exclusively at Sephora (320 locations) | beginning July 2015 @esteelauder.com
Estee Edit Makeup and Skincare
Products in The Edgiest lineup encompass high-pigment, high-impact items, and include Lip Flip ($22.00), a canary yellow lipstick to lighten lip shades, and Metalishadow Cream + Powder ($25.00), a cream eye shadow available in three shades.
At the other end of the spectrum is The Barest, designed to deliver sheer washes of color infused with skin-care benefits. It includes Skin Glowing Balm Makeup ($36.00), a tinted moisturizer available in 12 shades, and The Barest Lipcolor ($22.00), which offers six nude shades.
The Guest Editor items include also a Jenner’s Eye Palette ($48.00) with 14 eye shadows, two “transformers” with black light technology that will glow in the dark under the right lighting. Flash Photo Gloss is a blue-tinged lip gloss which is said to make teeth look whiter immediately.
Estee Edit skincare star products are Pore Vanishing Stick ($28.00) and Rescue Balm for Face + Body ($50.00). The rest of the skincare products will be priced between $15 to $50, and you can see some of them in the promo photo: Dissolve the Drama 2-in-1 Makeup Remover Cleanser (200 ml / 6.7 fl oz), Beam Team Hydrate + Glow (50 ml / 1.7 fl oz), Brightening Eye Balm with White Peony (15 ml / 0.5 fl oz), Pink Peony Overnight Water Pack.
The packaging for Estee Edit products will still bare the Estee Lauder’s blue signature but it will be adapted to a Millennial consumer by delivering it as a cobalt paint splatter on outer packaging and compacts.
Enjoy more photos…