Estee Lauder launches millennial makeup line

By

Cassidy Mantor

Published
Mar 15, 2016

Estee Lauder has launched The Estee Edit, an 82 piece beauty and skincare collection targeting the social media present millennials.

The first edition of The Estee Edit features Kendall Jenner and Irene Kim in multiple video spots on Sephora’s US and Canadian sites. Jenner and Kim will also appear in visuals in store, and lead content for the campaign on social media. There is also a signature line of Kendall Jenner eyeshadow in the collection.

“Our founder, Estée Lauder, invented the beauty business as we know it,” said Jane Hertzmark Hudis, group president, The Estée Lauder Companies. “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.”

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“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 makeup, instant-gratification skincare products, approachable price point, and millennial muses will receive a very positive reaction from our young and socially-engaged consumers,” said Artemis Patrick, senior vice president of merchandising, Sephora.

The collection launches online and at retail in partnership with 320 US and Canada Sephora stores. It is being sold for price points from $15-$50.