As if we all needed another beauty collection to swoon over?! Estee Lauder introduces their new socially driven collection aimed to attract the Gen Y consumer. Although Estee Lauder’s intent is to gain younger buyers, The Estee Edit is an 82-piece collection I am actually loving!
This collection is dope, hip and comes with a sophisticated packaging that is inspired by “beauty attitudes” (and ain’t that how you apply your makeup anyways) – “The Edgiest,” “The Barest,” and “GoGlow”. These beauty attitudes give consumers a shopping experience we’ve never experience. This further confirms that beauty junkies are NOT crazy. We are just acting out on our emotions!
The attitudes are kinda self-explanatory but each have something wildly different to offer from pigmented nude and tonal shades, thick liners and rich mascaras to hydrating masks and illuminators.
I got a sneak peek at a recent press event so I’ll have some videos up soon. But if you want to explore for yourself before I get those up, this collection will be available exclusively at Sephora.com on March 22nd.
In their efforts to reach a younger demographic, Estee Lauder tapped spokesmodels, Kendall Jenner and Irene Kim. Check out the sizzle reel below.