The Estée Edit is a new 82 piece collection that’s been created to appeal to Millennials and is being fronted by Kendall Jenner and Korean Social Media Star, Irene Kim. I was born bang slap in the middle of the Generation X years, I’ve never heard of Irene Kim and my only thoughts concerning Kendall Jenner are that she looks a bit like Victoria Beckham when she was a Spice Girl. However, I really like the look of some of the products in the range, which probably isn’t what the EL marketing team want to hear – if it appeals to a 46 year old, does this mean 20 year olds won’t consider it ‘authentic and relevant’??
In another breakaway move, Estée Lauder have partnered with Sephora for this collection. They’ve also created 50+ videos to showcase the Estée Edit and, of course, it has its own hashtag #beautyattitudes. The products are mainly colour cosmetics (72 out of the 82) and will be grouped by categories such as The Barest, The Edgiest and Go Glow.
The packaging nods a cap to Estée Lauder’s past by including a splash of the traditional cobalt blue. The cosmetics themselves include lipsticks that go from nudes to a turquoise, the Lip Flip Shade Transformers that come in yellow and black to ‘turn up’ or ‘turn down’ your favourite shade, Flash Photo Gloss which is a blue tinted lipgloss to make teeth look whiter and The Edit Eyeshadow Palette which has 12 eyeshadow shades along with 2 transformer shades and has all the hallmarks of being a sellout.
The official launch date for the Estée Edit is 15th March at Sephora then it will become available at Esteelauder.com in July. However, 25 pieces (prices from $15 to $50) are now available to buy for Sephora VIB and VIB Rouge Customers. Also, it can be sent to the UK which is a pleasant surprise as shipping isn’t available for any other EL company brands.
As a fully paid up VIB Rouge member (i.e I’ve spent far too much money at Sephora since they began shipping to the UK), I couldn’t resist ordering a few bits which I’ll review once I’ve tried them out.
An EL spokesperson has said that expanding past North America is not an immediate focus for them but I expect we’ll see it officially in the UK at some point.
*Some info for this post was sourced from this WWD article HERE.This post contains press samples unless otherwise stated. Please visit my Disclosure page for more information