NEW YORK —?Estée Lauder has unveiled the latest step in its continuing strategy to modernize the brand: the implementation of a new national makeup artist program, headed by celebrity makeup artist Paul Starr.

“This program is a natural step in the brand’s evolution,” noted Patrick Bousquet-Chavanne, group president in charge of the Estée Lauder brand for the Estée Lauder Cos. Bousquet-Chavanne often has spoken of his desire to broaden the reach of the venerable brand. “We think this will be a buzz-generating move for the Estée Lauder brand, and we hope that we’ll be trailblazers, as well. It makes sense in other ways, too. Makeup is the fastest-growing product segment for us and it doesn’t just take great products to do strong business —?it also takes great skills. Under Paul Starr’s leadership, I’m confident that the team will not only implement consistent, buzz-generating techniques, but will also contribute important feedback for future product initiatives.” For its first generation at least, Bousquet-Chavanne added, the program will be limited to North America.

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