{"id":10428,"date":"2016-01-22T10:24:57","date_gmt":"2016-01-22T10:24:57","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=10428"},"modified":"2016-01-22T10:24:57","modified_gmt":"2016-01-22T10:24:57","slug":"estee-lauder-launches-estee-edit","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/estee-lauder-launches-estee-edit\/","title":{"rendered":"Este\u0301e Lauder to launch Este\u0301e Edit with Sephora – then global?"},"content":{"rendered":"

Can a 70-year-old dowager become a teen dream?\u00a0The Este\u0301e Edit is set to\u00a0court a younger consumer and establish Est\u00e9e Lauder\u00a0as a key player at Sephora, the go-to beauty playground for many Millennials.<\/p>\n

With the Este\u0301e Edit by Este\u0301e Lauder, an 82-stock-keeping-unit makeup and skin-care collection launching in Sephora and on sephora.com<\/a> March 15, one of the U.S.\u2019 most venerable beauty brands aims to find out. As reported by WWD, Este\u0301e Lauder\u2019s new lineup \u2014 which industry sources estimate could reach first-year retail sales of $60 million in North America \u2014 follows an effort that began in November 2014, when the brand revealed social media sensation Kendall Jenner as its newest face. Since then, Lauder has also signed cool-girl beauty blogger Irene Kim and increased its digital presence on its own Web site and multiple platforms.<\/p>\n

But The Este\u0301e Edit is by far the department store stalwart\u2019s largest effort to court a younger consumer and establish itself as a key player at Sephora, the go-to beauty playground for many Millennials.<\/p>\n

\u201cEste\u0301e Lauder approached Sephora with this concept\u2026to partner to launch a brand created with a whole new approach to the younger, modern consumer,\u201d said Artemis Patrick, senior vice president of merchandising at Sephora. \u201cWe worked closely with the Lauder team on all aspects. This is a great brand to target today\u2019s Sephora client and great way for Este\u0301e Lauder to introduce a brand to the younger consumer.\u201d<\/p>\n

Lauder is hardly alone in its desire to win over 18- to 34-year-olds. The numbers tell the story. Pew Research Center reported that the Millennial age group was projected to grow to 75.3 million in 2015, surpassing the projected 74.9 million Baby Boomers (defined as ages 51 to 69).<\/p>\n

\u201cIt is a necessary move for Lauder,\u201d said Karen Grant, vice president and global industry analyst for The NPD Group, noting that while the brand has a strong antiaging business, winning with the younger set is equally as important.<\/p>\n

\u201cWith the way the market is going, all brands have to appeal to a younger consumer \u2014 it\u2019s not an option,\u201d Grant continued. \u201cSephora has a winning formula in that market \u2014 they know their Millennial customers very well, and they\u2019ll be keeping an extremely close eye on this. And Lauder is very much behind it, and they rarely fail. It\u2019s a smart partnership.\u201d<\/p>\n

It\u2019s also a partnership that plays to a channel of distribution in which the Este\u0301e Lauder brand hasn\u2019t had a significant presence. When Sephora came to the U.S. in 1998, Lauder didn\u2019t exactly rush into that territory. And while other Este\u0301e Lauder Cos. Inc.-owned brands are sold in Sephora and other specialty stores, the Lauder brand itself has historically stuck to its department and specialty store roots.<\/p>\n

Not anymore.<\/p>\n

\u201cWe are going after a Millennial audience, and they are all about authenticity,\u201d said Jane Hertzmark Hudis, group president for The Este\u0301e Lauder Cos. \u201cWe looked within our own DNA and to Este\u0301e Lauder herself, and asked ourselves, \u2018If Este\u0301e were creating a collection for Sephora today, what would that be?\u2019\u201d<\/p>\n

The answer is a broad collection of mostly makeup and some skin care (72 of the 82 sku\u2019s are in the colour category), created with the social media generation in mind and inspired by Jenner and Kim. \u201cThey are guest editors of the collection and the idea is that the clients are inspired by their attitude, their style, their point of view,\u201d Hudis said. The name The Este\u0301e Edit derives from the brand\u2019s blog.<\/p>\n

Grant noted that appealing to today\u2019s Millennial includes offering a variety of shades for all ethnicities, as well as listening closely to consumers. \u201cIn a way, it\u2019s almost like allowing the consumer to co-create what the line will be,\u201d she noted. \u201cOne historical challenge with the Lauder brand has been offering shades that resonate with a wider group of consumers, something that [sister brand] MAC Cosmetics has done extremely well.\u201d<\/p>\n

The line will be merchandised by category and by beauty attitudes. \u201cThe attitudes will help clients shop by the look that resonates with their personal beauty approach and style,\u201d Patrick said.<\/p>\n

For example, products in The Edgiest lineup encompass high-pigment, high-impact items, and include Lip Flip, a canary yellow lipstick to lighten lip shades, $22, and Metalishadow Cream + Powder, a $25 cream eye shadow available in three shades.<\/p>\n

At the other end of the spectrum is The Barest, designed to deliver sheer washes of color infused with skin-care benefits. It includes Skin Glowing Balm Makeup, a tinted moisturizer available in 12 shades, $36 each, and The Barest Lipcolor, which offers six nude shades, each $22.<\/p>\n

Jenner and Kim selected the Guest Editor items, including a $48 eye palette that bears Jenner\u2019s name. It contains 14 eye shadow shades, including two \u201ctransformers\u201d with black light technology that will glow in the dark under the right lighting. For the social media-obsessed, there is Flash Photo Gloss, a blue-tinged lip gloss which is said to make teeth look whiter immediately.<\/p>\n

The items in the skin-care lineup were created to deliver instant benefits. \u201cProblem\/solution suggestions that there\u2019s something wrong and you have to fix it, which isn\u2019t how Millennials think,\u201d Hudis said. Ranging in price from $15 to $50, standouts include Pore Vanishing Stick, $28, and Rescue Balm for Face + Body, $50.<\/p>\n

\u201cIn makeup, we joined the party, and in skin care, we\u2019re going to create the party,\u201d she said.<\/p>\n

Kim, who is Korean, is expected to help drive that movement, noted Sarah Creal, lead, global partnership initiatives for Este\u0301e Lauder.<\/p>\n

Product packaging doesn\u2019t entirely give up Este\u0301e Lauder\u2019s signature blue, but adapts it to a Millennial consumer by delivering it as a cobalt paint splatter on outer packaging and compacts.<\/p>\n

At launch, The Este\u0301e Edit will be sold in about 320 Sephora doors in North America.<\/strong> The brand has created more than 50 videos, ranging from how-tos to aspirational pieces.<\/p>\n

\u201cWe want the videos not only to be useful from a how-to perspective, but from an entertainment perspective,\u201d said Richard Ferretti, senior vice president and global creative director for Este\u0301e Lauder.<\/p>\n

Social media will be hashtagged #beautyattitudes; The Este\u0301e Edit also has a dedicated Instagram account that\u2019s currently teasing bits of the line to consumers. Sephora has a splash page on its site with a similar purpose.<\/p>\n

Jenner and Kim will promote the line on their respective social media channels, as will Sephora and Este\u0301e Lauder, encouraging consumers to add content as well. Jenner will also make a personal appearance at a Manhattan Sephora on March 22.<\/p>\n

Hudis compares hiring Jenner \u2014 widely seen at the time as a surprising choice \u2014 to some of the Lauder matriarch\u2019s gutsier moves, such as running a black-and-white magazine ad for Youth Dew with a nude woman dipping a toe into the bath. \u201cSometimes you need to shock, surprise, take risks,\u201d Hudis said. \u201cEveryone was talking about it when we signed Kendall. We asked ourselves, \u2018what would Este\u0301e do if she were here?\u2019 And the answer is, she would have signed Kendall Jenner and she would have created The Este\u0301e Edit.\u201d<\/p>\n

In store, the collections will be displayed in cobalt units \u2014 a cobalt gondola for the color sku\u2019s, and a cobalt and chrome wall unit for the skin care. (Lauder will also merchandise some of its best-selling Este\u0301e Lauder skin-care products, such as Advanced Night Repair, on these units.) Lauder will send out product boxes and a brand book to each Sephora store to educate cast members before the launch. More than a million samples will also be distributed to customers.<\/p>\n

Beginning in July, besides Sephora, The Este\u0301e Edit will be sold on esteelauder.com<\/a>. While expanding past North America will likely happen eventually, Hudis said that\u2019s not the brand\u2019s immediate focus.<\/strong><\/p>\n

But will the move toward the daughters of Lauder\u2019s more established customers alienate its existing consumer base \u2014 and its department store retailers that are also working avidly to attract a younger consumer base?<\/p>\n

Hudis rejected suggestions that The Este\u0301e Edit might alienate the brand\u2019s core consumer, who in the U.S. is generally thought to be 45 years of age and older.<\/p>\n

\u201cWhen Este\u0301e Lauder said every woman can be beautiful, she didn\u2019t attach an age to that,\u201d Hudis said. \u201cThis brand is broad enough, especially in North America, to attract and serve a wide range of consumers.\u201d<\/p>\n

Source: WWD<\/p>\n

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