New York – Estée Lauder is setting its sights on Millennials and teenagers with its beauty line The Estée Edit.
Originally launched as a blog-style platform in 2015, The Estée Edit range features products designed with the social media generation in mind.
‘With the way the market is going, all brands have to appeal to a younger consumer,’ Karen Grant, vice-president of NPD Group, told Women’s Wear Daily.
An accompanying Instagram account features content created by brand ambassadors Jenner and Kim, and will further promote the line with tutorial-style videos in the future.
Estée Lauder’s decision to work with Sephora could be the making of the range’s success. Research from Piper Jaffray suggests that Millennials are attracted to retailers that enable them to highlight their individuality through products from under-the-radar brands.
Industry analysts estimate that the range could reach sales of £42m ($60m, €55mm) in the US in its first business year. ‘Sephora has a winning formula in this market – they know their Millennial customers very well. Estée Lauder is very much behind the project and rarely fails,’ explained Grant.
Millennials believe that beauty brands should recognise and validate their independent spirit and unique character, but this has proved difficult for some beauty brands. Tomoko Yamagishi-Dressler, senior vice-president of marketing at Shiseido, speaking to Women’s Wear Daily, described how the brand’s initial attempts to market to this consumer group failed. To understand the needs of the digitally savvy beauty consumer in more detail, see our Tribe report.