Saturday, January 23, 2016

Estee Lauder 2016: The year of Kendall and Updating the brand


Ladies and Gentlemen,

Estee Lauder, traditionally thought of as your mother or grandmother's brand is taking dramatic leaps forward in the department of staying relevant with millennials.  Quality skin products and makeup that is long wearing has always been something that I have associated with Lauder, but this year there is much more promise and update coming to this classic brand.  Lauder is stirring things up by revamping almost the entire range and pulling inspiration from both runway inspired fashion and the East with Asian inspired skincare launches (ex: the Advanced Night Repair Power Foil Mask -- this looks like something that haunts you in your sleep, but believe me, it's one of those game changing products...launching very soon here in the US).  

ANR Power Foil Mask

Most recently, Lauder has also taken an approach on #selfies and targeting Snap Chatters and Social media junkies, by campaigning it's most recent serum launch, New Dimension, targeting ALL AGES, with specific focus on EVERY ANGLE BECOMING YOUR BEST ANGLE.  Introducing Eva Mendes as their latest spokesmodel for the collection.  Now expanding on the serum with a new eye cream duo, neck treatment (targeted at fine lines around the neck and "tech-neck"), lip plumper, and liquid tape to visually lift and "contour" the skin.  The collection also has two contouring kits for face and eyes.   What I love most about this CONTOUR campaign, is that in true Lauder fashion, they approach it with elegance and a focus on caring for your skin and sculpting thru skincare and not just piling on heavy makeup.  Additionally they are making contouring more approachable for all women and not just women under a certain age  I also respect Lauder for taking a new approach to how they approach skincare and taking the focus from anti-age, and anti-this and anti-that to PRO-skin, Pro-woman, Pro-sculpting, and Pro-Loving the skin your in,  staying true to their "beautiful skin for life" mantra.   It's refreshing, not as negative as a lot of cosmetics marketing (even lauders past marketing) showing that Estee Lauder cares about how they approach this next generation of clients.


New Products, New Models and New marketing strategies that at first took some getting used too.  But I am truly excited to see what collaborations and products we will see next.  So far, everything launched has been amazing quality, great color payoff and results that consistent with what is being claimed.  If you haven't stopped by your local Estee counter, stop in soon and see all of the wonderful new advancements the line has made.  They have something for everyone, from your cosmetics maven, the luxury lover, the soccer mom, and the no makeup girl.  But if you're a lover of all things glowing and radiant.  Come see all they have to offer.  If you weren't a Lauder fan before, I'm sure this year will change your perspective on the brand. 

Below are some of the new campaigns are products currently being offered.  

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