Estée Lauder’s Cool Younger Sister
Image Via: The Estée Edit : @theesteeedit https://www.instagram.com/theesteeedit/
With supermodel Kendall Jenner becoming one of its many faces and stylish blogger Irene Kim as their Global Beauty Contributor, Estée Lauder was bound to take itself up a notch or ten on the cool-factor scale. But did anyone expect to see an exclusive and edgy collaboration with Sephora?
The sophisticated beauty brand retains a prestige reputation for being chic and grasps a long-term loyalty with ladies of a more mature age. Founded in 1946, the seventy-year-old cosmetics company has now cannon-balled into the deep end by creating a fresh sister-brand in the hope of becoming the millennial generation’s new makeup must have.
The Estée Edit by Estée Lauder is targeted as a line for the young beauty fanatics who keep themselves situated on the cosmetic trend radar via social media. Combining makeup and skincare, the 82-product collection is defined by three ‘beauty attitudes’. 'The Edgiest', manufacturing products that are long lasting and richly pigmented. 'The Barest', they must retain a coveted lightweight formula. Lastly, 'Guest Editor Glow' meaning products that are tailored for luminous, dewy skin.
Image Via: The Esteé Edit : @theesteeedit https://www.instagram.com/theesteeedit/
The anthology even offers an alternative take on Estée Lauder’s classic navy and gold packaging. Opting for cobalt blue and silver casing, the company is bringing something more vibrant and fun to the dressing table.
Although aiming to craft a collection for the more modern customer, Sarah Creal, Creator of The Estée Edit, accentuates the importance of saying connected to the company’s 1940’s roots.
“We wanted to go back into Estée’s story because it’s real. She was a rebel, she broke rules, and she built a beauty empire based on her belief that beauty is an attitude.”
The new franchise will continue to appeal to a wide-ranging consumer demographic through their Guest Editors, Kendall Jenner and Irene Kim.
With over 700k followers on Instagram, the Seoul-ful Seattle born Irene Kim is an all round ‘It Girl.’ As the Korean-American blogger come model is described as an ‘influencer’, along side Kendall Jenner, she will produce fashion-forward content for the Estée Edit’s social media, encouraging users to get involved with showcasing their #beautyattitudes.
Image Via: The Estée Edit : @theesteeedit https://www.instagram.com/theesteeedit/
The Lauder offspring is striving for a connected relationship with their customers via the Internet. On the Estée Edit YouTube channel Sarah Creal emphasised importance of founding a tight-knit society.
“The guest editors will kick start the conversation but really we want to hear from you. The Estée Edit is not just a skincare or makeup line. It’s actually creating a beauty community where we can have a two-way conversation.”
Why is this relevant to Edinburgh you might wonder?
Edinburgh’s beauty community has a substantial social media presence and one that, like the Estée Edit, fuels a never-ending dialogue surrounding makeup and skincare trends.
Solely available at Sephora, the collection is now available for shipping to the UK however is expected to launch exclusively to the UK’s Selfridges in May.
Fingers crossed the Estée Edit lands safely onto our nearest Edinburgh counters soon!
Watch swatches of the collection on Sephora's channel below.
Follow EdinBeauty