Times are rapidly changing and our culture is saturated by the influence of social media. The latest generations look at the world in a completely different way and to stay relevant brands are starting to shake things up for a fresh new perspective.
Estee Lauder is a brand that has dominated the cosmetics industry for 70 years offering high quality, high impact products but they are not necessarily associated with the modern millennial. The team at Estee Lauder decided to harness the energy that drives the Estee Lauder brand and combine it with the power of social media for an entirely new generation of beauty junkies.
The Estee Edit is a new makeup and skincare concept for the beauty obsessed. It is entirely based around catering to the needs of the millennial with 82 products inspired by Estee and curated by media mavens Kendall Jenner and Irene Kim.
This collaboration with Sephora is all about showing off your individual beauty and the attitude that comes with it. Estee firmly believed that owning your beauty was all about owning your attitude and that beauty was a declaration of who you are and who you make yourself up to be.
This message is front and centre in the Edit’s branding with a focus on authenticity and social presence. The Edit has created a blog – The Estee Stories – where they share how to videos, inspiration posts, interviews and more. They also focus on their Instagram where they have the chance to interact with their younger consumers.
The Good Stuff
The Estee Edit takes that focus on attitude and translates it into their products which are split into three personas – “The Edgiest”, “The Barest” and “The GoGlow”. Each attitude describes a certain look from the collection from a focus on pushing boundaries with bold colour to sheer washes with a bomb formula and simple makeup with skin loving ingredients.
The collection is housed in a modern adaptation of the classic Estee Lauder aesthetic with sleek minimalist packaging that features a splatter of the iconic Estee cobalt blue.
A 2-in-1 mask and exfoliating treatment that works to draw out impurities and tame excess oil and shine. It has a rich, creamy white porcelain clay formula that smooths over skin easily. When used as a mask it refines pores and refreshes the skin with a gentle detox, then when washed away it exfoliates dry, flaky skin with jojoba beads.
A double duty, multifunctional complexion hybrid that combines an illuminating base with a lightweight moisturizer. It is one of The Edit’s products that focus on delivering instant, visible results but also working on the skin underneath throughout wear. It features hyaluronic acid to attract and trap moisture in the skin, hydrating while providing a stunning golden glow.
In the tube is a lightweight lotion with a silky, liquidy texture that absorbs quickly and blends like a dream and in the cap is a concentrated version for touchups. Used as a primer or mixed in with foundation it gives a gorgeous dewy finish and when used to highlight directly it adds a hint of light to the highpoints of the face.
A portable cream eye shadow and eye liner in one. It is a chubby stick with a velvety soft texture that won’t budge, transfer or fade and is richly pigmented. It comes in 10 gorgeous shades that can be used on their own, as a base or as a liner. Below is a swatch of the shade Black Viper as well as the Beam Team lotion.
The key to the perfect selfie, the Flash Photo Gloss is a clear gloss with an iridescent blue pearl tint that helps to emphasize the white of your smile and a high shine finish. It can be layered on top of lipsticks or worn alone for a fresh smile all day long. It has a slightly thick but lightweight texture that feels tacky to the touch but that means it stays put on the lips for up to 4 hours.
My personal favourite so far, the Metallishadow Duo features a highly pigmented cream shadow in the cap and a loose metallic pigment in the bottom. They can be used separately or together for a multidimensional look and a flashy foil finish. There are 3 shades available Scarlet Eclipse (red/rose gold), Aqua Nova (teal/peacock) and Black Star (black/silver).
The Estee Edit is a really incredible collection of products with such a smart and well executed mission behind them. As a long time fan of Estee Lauder I couldn’t be more excited to see them step out of their comfort zone and reach out to a younger generation. I think it is a step that many other brands could be taking because Estee knocked it out of the park.
I will be testing the products out more and I will add a few more to my collection so stay tuned for updates.
The Estee Edit is exclusive to Sephora.