Lauder to launch Estée Edit in Sephora to attract younger crowd

Lauder to launch Estée Edit in Sephora to attract younger crowd

Estée Lauder is set to launch a dedicated collection of make-up and skin care products, the Estée Edit, in 320 Sephora stores and online in a bid to appeal to a younger audience.

Sephora is the store of choice for millennials, who are big spenders when it comes to cosmetics and beauty. According to a study by TABS group, 47 percent of young consumers buy more than 10 products a year and the millennial generation’s spending is expected to reach US$2.5 trillion by 2020.

The new line will be promoted on social media via brand ambassadors Kendall Jenner and Irene Kim as well as a dedicated Instagram account.

 

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