By  on May 2, 2008

Estée Lauder's BeautyBank is heading to TV to reinvent its distribution strategy. Eyes by Design, a prestige-priced makeup and treatment line created specifically for HSN, launches in July and adds a new selling outlet for the division, previously only in department and specialty stores. Industry sources said the assortment could do $15 million in retail sales by its third year.

Citing what was described as "a transformational moment" in the evolution of the cosmetics industry, the BeautyBank division of Estée Lauder Cos. Inc. has shifted direction once again by teaming up with HSN to create a prestige-priced makeup and treatment line solely dedicated to the eye area.

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