Estée Lauder's new line Estée Edit is not only massive, but it features fun products specifically designed for millennials, and who better than models Kendall Jenner and Irene Kim to front the awesome collection?
The line features a whopping 82 products ranging from transforming lipsticks and glitter eyeshadow to highlighters, teeth-whitening lip gloss and even an eyeshadow palette designed specifically by Jenner. It's millennial-focused and will launch specifically in Sephora. The popular makeup brand knew it wanted to target young shoppers, so having Jenner and Kim as guest editors and several people in their 20s working on the project made the most sense.
"Millennials tend to be more volatile and less loyal to products they discover," said CEO Fabrizio Freda. "The thing with millennials is that you don't launch and leave. You launch and learn."
The decision to have the line sold at Sephora, which is every beauty addict's home away from home, made complete sense for its target audience, too. "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."
As a brand that typically has older consumers, especially because of their incredible anti-aging products, this was something that needed to be done so the line could appeal to all ages. "It is a necessary move for Lauder," said Karen Grant, vice president and global industry analyst for The NPD Group. "With the way the market is going, all brands have to appeal to a younger consumer-it's not an option. Sephora has a winning formula in that market-they know their millennial customers very well, and they'll be keeping an extremely close eye on this. And Lauder is very much behind it, they rarely fail. It's a smart partnership."
The 82-piece Estée Edit line officially launches on March 15 and has Instagram-worthy white and poppy blue packaging. While the price ranges are still kind of high, the products promise to deliver. One of the coolest products within the line is the Lip Flip Shade Transformer which on the outside looks like strange black and yellow lipstick but actually is made to transform lipstick colors. When paired with other lipstick shades in the line, these yellow and black lipsticks either tone the color up or down.
There's also a lip gloss, called Flash Photo Gloss, that looks blue in the tube but actually makes your teeth look whiter while making your lips shiny and not too sticky. The Flash Photo Powder is also bound to be a huge hit as it's meant to reduce face shine and also has traces of blue in it to make your skin appear brighter.
Jenner's eyeshadow palette will also probably be a best-seller, as anything with the Kardashian-Jenner name on it tends to sell out in minutes. Her Estée Edit palette features 14 different shades, some of which even glow in the dark.
"I'm very simple, so like a lot of the cololrs are pretty simple," Jenner explained. "This is legit, beauty is an attitude and this palette has tons of attitude."
Check out the full line here!
