Estée Lauder’s new lip colour line is a “transformation” for the brand.
The beauty giant, helmed by chairman Leonard Lauder, is set to launch its Pure Color Envy Sculpting Lipstick range in various shades in March.
Made up of multifaceted pigments to provide moisturising colour, global brand president of Estée Lauder, Jane Hudis, believes these products will take the company a step forward.
“We’re creating a modern future for the Estée Lauder brand. It was extremely important to us that we set a new level of aspiration with this brand. Modern Muse, our new fragrance, was an important step in that process,” she told WWD.
“Pure Color Envy is another major initiative to add to that movement. Lipstick is having a moment, and this Pure Color Envy is very much a luxury offering. We’re offering a new case, a new formula, a new attitude and a new point of view. This is a transformational moment for our brand.”
Senior vice president of the company’s global development, Anne Carullo, says the team listened to women’s requests when creating the lipsticks. She explained everything that went into the process.
“From a formula standpoint, we wanted something totally modern and unique and different from anything we’ve ever offered before. In all cases, women tell us they want sculpted, curvaceous lips. We’ve developed a formula from the ground up to address that,” she revealed.
“As well, another proprietary ingredient, Time Release Encapsulated Moisture Complex with hyaluronic acid helps boost lips’ ability to attract, capture and seal in immediate and continuous hydration that lasts throughout the day. Not only does it last, it’s comfortable for all-day wear and lasts up to six hours. And it feels good on the lips.”
There will be 20 shades available under the umbrellas of nudes, reds, mahoganies, pinks and corals.
Charisse Ford, senior vice president of global marketing, hopes women will find a tone which is perfect for them.
“One day you might want to be Dynamic or feel like a little Rebellious Rose,” she added. “This is a lipstick line with attitude, and we wanted to leverage the names to tell a story about the woman who’s using it.”
© Cover Media / Sydney4Women