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Laurence Bacilieri

Estée Lauder gives itself new youth

Next March 15, Estée Lauder is launching a line with 82 items, Estée Edit, exclusively in 320 Sephora USA boutiques. This new line is aimed at the young Sephora clientele (18-34 years old) - a generation that loves novelties. Two ambassadors will support the launch: star Kendell Jenner & Irene Kim (young blogger) who will both be appearing in the 50 videos and also will make appearances at point of sales.

For the first time in the US, the 18 - 34 year old Millennium Generation is in front and represents 53.5 million workers, ahead of the Generation X’s (35-50 years old) at 52.5 million, and the 44.6 million baby boomers (Bureau of Labor Statistics). The challenge of capturing these new customers is clear.

The partnership of Estée Lauder and Sephora seems to be a win-win situation, with a visibility break-through for a brand that is largely associated with department stores. The Estée Edit line includes 72 make-up items and 10 skincare products. The makeup line comes in “Beauty Attitudes”, and the most adventurous customers will be attracted by “Edgiest”, a collection of strongly pigmented colors with transforming results. More discrete costumers will love “The Barest” that assures a perfect complexion and imperceptible makeup.

Historically, the Estée Lauder Group has always been looking for small brands with lots of personality and a strong potential, it has the ability to reveal young talent. Remember when they acquired M.A.C. in 1985, Bobbi Brown and La Mer in 1995 or more recently Glamglow, all of whom became in a short time, world references in our industry.

To invent a luxury future for masques

After a year 2015 rich in launches (more than 100 products), Estée Lauder is not slowing down and is surfing on the trend of masques, innovating with refinement and luxury.

Thus the Ultimate Diamond Masque Noir from La Mer ($340.00) combines the benefits of massages inspired from the “dry brushing ritual” that stimulates blood circulation and stuffs the skin with black truffle, 24 carat gold, & South Sea pearls... Another innovation Advanced Night Repair Concentrated Recovery Powerfoil Mask ($ 79.00) a double-sided masque, inside is in cotton and the outside has a fine layer of metal that multiplies by 25 the speed of penetration for the active ingredients (17 patents pending).

At Glamglow, clay in all its forms is modernized for new masques. In the peel-off mode for Gravitymud ($69.00) that firms and lifts the face. And, in the detox mode, from Bobbi Brown for skin that needs moisturizing or brightening, comes a trio of masques aimed at those who give in to the tendency to “multi mask” ($47.00), Instant Detox (gray) with a clay base (and also sea water from Hawaii) deep cleans and purifies ; Skin Nourish (pink) its creamy formula nourishes deeply and intensely thanks to polygonum capitatum (pink button flower) and replenishes the thirstiest skin. And finally, Radiance Boost (white) whose small white nut granules refines and smoothes the skin for an instant uniform complexion effect.

Laurence Bacilieri


© 2016 - Premium Beauty News -
about Laurence Bacilieri
Laurence Bacilieri

Laurence Bacilieri has been an expert in the cosmetics industry for over 30 years. Among her experiences she was a beauty expert for a US television show, journalist for trade press and senior consultant for Mintel Group. She holds an MBA from Columbia University and speaks English and French fluently.

100 % focused on cosmetic market intelligence, she founded Cosmetic Ressources, a Marketing Intelligence consulting firm specialized in beauty, new products trends and consumer insights.

She helps companies triumph over their product development and marketing challenges.



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