Exciting things are happening for Estee Lauder. While the beauty brand is well-known for prestige cosmetics, antiaging skin care and luxury fragrances, this is changing.
When they signed up Internet and reality show star and model Kendall Jenner to be their new face, we knew what direction Estee Lauder was headed. It appears that they are trying to target a new market, one that previously looked at Estee Lauder as “mom’s makeup.”
Estee Lauder Global Brand President Jane Hertzmark Hudis, in a previous interview, called Kendall “the ultimate Instagirl.”
When my makeup-loving friends on Instagram, most of whom are in their 20s and 30s, started posting pictures of the Estee Lauder Stay-in-Place Double Wear Concealer SPF 35 and the Pure Color Envy Liquid Lip Potion, I knew the brand was on the right track.
My friend Rae also posted a picture of herself wearing Double Wear Stay-in-Place Powder Makeup and I fell in love with the product’s glowing finish on her. It’s up there in my list of products that I will purchase when all my opened face powders have been used up.
Other products that people I know have been raving about include the Advanced Night Repair Serum (which guarantees that you’ll wake up with refreshed skin in the morning, especially after a late night out) and Double Wear Stay-in-Place Makeup SPF 10.
I don’t think Estee Lauder plans to change its demographic. Mothers will always love the brand. I think some women will always want a makeup and skin-care brand that is luxurious without being too snooty or inaccessible. I remember owning an Estee Lauder lipstick years ago. I gave up on it because of the heavy fragrance, which smelled like raisins. The Envy Liquid Lip Potion is almost unscented, so that’s good. Not every woman wants a product that’s unscented. There are those who feel that perfume in their makeup is a plus. So Estee Lauder is just coming up with products that will make it “relatable” to more customers.
What Estee Lauder is trying to do is expand its market by coming up with products that everybody will love. I think Estee Lauder’s goal is to be a brand that cuts across generations, like its sister company MAC Cosmetics. For example, a tube of MAC Ruby Woo lipstick is something that a mother and daughter would wear. The same is true for MAC’s foundations and powders.
I recently followed Estee Edit, an 82-piece line available at Sephora, on Twitter. The collection, which was inspired by Jenner and beauty blogger Irene Kim, targets the social-media generation. Most (72/82) on the products are color cosmetics.
The products were created with millennials (and how they think) in mind. For example, there is a Pore Vanishing Stick, which promises to blur the look of pores. Instead of coming up with a skin-care product to help minimize the look of pores over time, the Pore Vanishing Stick is an instant and portable solution, something that is very important to millennials.
My daughter was just telling me that her classmates were talking about how they were interested in Estee Lauder because the items are less expensive than those of another brand that targets teens and young adults.
In the Philippines Estee Lauder just opened its first freestanding store after being in Rustan’s Department Stores for what seems like forever. The store at Level 1 of SM Aura features the brand’s #beautyplayground store design.
The new store is in my favorite part of the mall, which I call the “beauty row,” because Estee Lauder’s neighbors include MAC Cosmetics, Clinique and Bobbi Brown.
Shoppers can explore the different areas. Kendall’s Corner, of course, features the favorite products of Estee Lauder’s global brand ambassador. Beauty Wishes and Superstars has a Superstar wall highlighting the brand’s best sellers. The Beauty Wishes corner is part of the open sell area where shoppers can avail themselves of consultations with Estee Lauder Beauty Advisors. Another new concept is 3 Minute Beauty, which has a menu from which the customer can choose his or her chosen service. The Beautiful Skin Studio also uses an eye-catching display of all products to create the chosen look.
To set up an appointment, call or send an SMS to 0906-5697295. For more information, follow www.facebook.com/EsteeLauderPH.
- E-mail the author at luckydinna@gmail.com.