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Estee Edit by Estee Lauder To Launch at Sephora in March

Estee Lauder moves out of the department store with its new makeup and skincare collection that targets Millennials.

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By: Marie Redding

Senior Editor, Rodman Media

Estee Lauder knows it needs to move beyond department stores to target Millennnials, and its new makeup and skincare collection, Estee Edit, will launch at Sephora on March 15th.

The new collection’s blue and white packaging is shown above, and features a new logo that looks hand-writtten. 

Artemis Patrick, senior vice president of merchandising at Sephora, told WWD, “Estée Lauder approached Sephora with this concept…to partner to launch a brand created with a whole new approach to the younger, modern consumer. We worked closely with the Lauder team on all aspects. This is a great brand to target today’s Sephora client and great way for Estée Lauder to introduce a brand to the younger consumer.”

The line will be merchandised by category and beauty attitudes. For example, one collection is named The Edgiest, which includes Lip Flip, shown above. It comes in black and yellow, which lighten and darken any of the line’s high pigment lip colors. Another collection in called The Barest, which includes six nude lipstick shades.

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