Estée Lauder drops its Estée Edit line
The Estée Edit line was aimed at millennial customers and intended to introduce the Estée Lauder line to a younger consumer base through marketing and social media tactics. Despite campaigns starring Kendall Jenner, the brand was unable to meet its projected sales of $60 million. The brand will remain stocked at Sephora until September, while the line’s e-commerce platform will remain active until the end of the year.
In a statement, Estée Lauder claimed the brand has nonetheless proved successful for the company as a whole in attracting millenial customers. “Simultaneous efforts by the core Estée Lauder brand have recruited Millennials via digital and makeup at an unprecedented rate. Therefore, after a year of valuable insights and learnings, we have decided that a separate brand in North America dedicated to recruiting Millennials is no longer necessary.”
The Estée Edit launched in March of 2016 at Sephora, as part of a wider strategy for the long-running beauty corporation to attract younger consumers. Estée Lauder has also recently acquired the brands Too Faced and Becca Cosmetics, both popular on social media, which have helped offset slower sales of its more established brands like Clinique and Mac. Products from the Estée Edit brand will continue to be available at Sephora at a heavily discounted price.
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