Estée Lauder Kicks off China Campaign

BEIJING — Already billing itself as the number-one prestige beauty brand in China, Estée Lauder is making a new push into the market by launching its Pure Color line, highlighted with a limited edition collection by makeup artist Tom Pecheux.

The new China campaign was kicked off Nov. 19 in Beijing with a fashion show and party that boiled over into an ecstatic homecoming for Liu Wen. Liu, a native of the Chinese capital,was named Estée Lauder’s first Chinese global brand representative earlier this year. The show and press reaction was described by one onlooking executive as a heady response “not rivaled since the launch of Opium in New York City” in 1978.