estee edit

(Instagram/The Estée Edit)

One of the biggest mistakes a young beauty guru can make is to ignore the classic, stereotypically “older” beauty brandsWhile, in my opinion, beauty and makeup is essentially ageless, there are those out there who tend to avoid brands that appear most often in department stores because, well, they’re not as “on-trend.” All the silliness in this practice aside, it’s a very real thing, and beauty brands are making moves to shrink that age gap. Enter the Estée Edit by Estée Lauder, a new soon-to-be-launched makeup line and blog targeted toward a younger generation. Basically, if you didn’t have a reason to love Estee Lauder before, you will now. 

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Let’s go ahead and get the bad news out of the way first: the Estée Edit 82-piece makeup and skincare collection will launch in Sephora stores and online on March 15, marking Estée Lauder’s first real effort to establish itself as a key player in a store that generally attracts a much younger audience. This move to appeal to a different crowd was the intent of the impending launch. Vice President and Global Industry Analyst for The NPD Group Karen Grant told WWD,

“It is a necessary move for Lauder…With the way the market is going, all brands have to appeal to a younger consumer—it’s not an option. Sephora has a winning formula in that market—they know their Millennial customers very well, and they’ll be keeping an extremely close eye on this. And Lauder is very much behind it, and they rarely fail. It’s a smart partnership.”

Think of the collection not as a just a simple movement of product from department stores to Sephora, but rather a younger revamping of the brand with Estée Lauder’s inherent DNA in mind. For example, even though the brand already has a monopoly on the anti-aging skincare industry, 72 of the 82 pieces in the Estée Edit are in the color category, and they’ve updated the packaging, not by removing Estée Lauder’s signature blue, but by presenting the products with a cobalt blue splatter paint design. Prices in the makeup products will range from $22 for lip colors and $48 for eyeshadow palettes, and skincare will range from $15 to $50, focusing on delivering instant benefits, rather than the longterm ones so often associated with Estée Lauder’s pre-existing successful skincare products.

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Now that that’s out of the way, let’s talk about what you can already interact with within the Estée Edit universe. The blog is currently up and running, as is its Instagram, which is quickly filling up with photos featuring the Estée Edit’s two Guest Editors, Kendall Jenner and Korean model and social media star Irene Kim. The blog features pro tips, articles, and videos from popular beauty bloggers like Geri HirschMaria Paz BlancoAthena Calderone, and Aimee Song, and Editor’s Pick products that readers can purchase through the website. One look at the photos will show you just how much Estée Lauder has attempted to rebrand itself for a younger audience:

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The photos are all a bit younger, flashier, and reminiscent of the more popular beauty blogs out there.

It’s exciting to see a brand that’s such a pillar in the beauty industry behave in a way that actively appeals to a younger audience without giving up its core values. I think Jane Hertzmark Hudis, the group president for The Estée Lauder Cos, said it best when she told WWD,

“When Estée Lauder said every woman can be beautiful, she didn’t attach an age to that.”

Good beauty is something that women of all ages can appreciate, and a younger audience can be just as influential as an older one. As a longtime fan of Estée Lauder, I’m excited to see how the Estée Edit holds up.

The Estée Edit will launch in Sephora stores and online on March 15, 2016. You can follow along with the Estée Edit’s products on social media using the hashtag #beautyattitudes, and sale of the products will extend past Sephora to esteelauder.com starting in July 2016!