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Estée Lauder updates brand heritage to market millennials

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Kendall Jenner for Estée Lauder

Estée Lauder has laid out plans to market to the next generation of consumers with a collection aimed at social media-savvy clientele.

According to The Luxury Daily, The Estée Edit is retailing exclusively through Sephora in the United States and Canada, with a coinciding launch campaign featuring influencers and models Kendall Jenner and Irene Kim. When developing the line, Estée Lauder envisioned what its eponymous founder would do to disrupt the beauty market today, keeping heritage at the heart of this new brand extension.

“A popular tactic is for brands to collaborate with social influencer to do a social media takeover,” Juliet Carnoy, Marketing Manager at visual marketing platform Pixlee, told the publication.

“Influencers, such as Kendall and Irene, are primarily used to create brand awareness at the launch of a new product, in this case, Estée Edit, and to create and promote brand content,” she said. “Publishing fan photos help Estée Lauder to create a more authentic shopping experience for potential customers.

“Point blank, user-generated content marketing works,” Carnoy added. “Brand engagement rises by 28% when consumers are exposed to both professional and user-generated content on brand channels.”

The Estée Edit includes 72 makeup and 10 skincare products.

Published on Wednesday 16 March by Veebs Sabharwal

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