NEW YORK — Estée Lauder is out to give a new charge to its lipstick business with Electric Intense Lip Creme, a long-lasting, creamy color collection to be launched in two stages next year.
“Because we’re leaders in fashion and color, we want to tie in the newest technology to create a lipstick collection that is unparalleled,” said Janet Cook, president of Estée Lauder North America, of the new line, which the brand hopes to vault to a top-five position in the U.S.
The lineup includes 30 shades that will be distributed in the U.S., with another 13 to be distributed internationally.“There is a color for everyone in this collection,” said Daniel Annese, vice president of marketing, North America, for Estée Lauder.
In fact, the intent was to “create color with a global perspective,” said Anne Carullo, senior vice president of global innovation for Estée Lauder. “We wanted a balanced range of color, and to ensure that we delivered that, we did color research all over the world,” she said. The result: seven color families, ranging from pinks and roses to reds, peaches, burgundies and wines. Part of the inspiration for the colors, Carullo noted, also came from vintage Lauder shades.
The lipstick’s key technologies include a silicone wax that melts upon application for a comfortable feel and a proprietary liquifying polymer, Color Memory Reflex Complex, which traps color and transforms it into a flexible film providing maximum staying power, Carullo said. Fired pigments are intended to provide rich, true color, she added. Each lipstick will retail for $22.
Vincent Ditrichstein, vice president of global conceptual design for Estée Lauder, was responsible for the package redesign. He said the inspiration came from multiple influences — including the architectural works of designers like Frank Lloyd Wright, the depth of color used by artists like Paul Klee and Mark Rothko and the Art Deco period with its purity of line.
The packaging is also intended to embrace the brand’s heritage — which has always been associated with blue and gold. “We needed to preserve those two key elements in the packaging,” explained Ditrichstein. The result: a dark blue, square lipstick case, accented on the edges by rich gold.Lauder is employing a two-pronged launch strategy for this product. The first wave of the launch will roll out the lipstick to about 100 specialty stores, including Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman, as well as esteelauder.com, in February. The second wave, in July, will take the lipstick into the remainder of Lauder’s 2,200-door U.S. department and specialty store lineup.
While none of the executives would comment on projected sales or advertising spending, industry sources estimated that the lipstick would do upward of $25 million at retail in its first year on counter, and that about $4 million would be spent on advertising.
As reported, the ad campaign — which breaks in August and September 2004 fashion, beauty and lifestyle magazines —?features a rotating series of three ads, each featuring a different Lauder brand model, either Carolyn Murphy, Liya Kebede or Elizabeth Hurley. In the ads, Murphy sports red lips, Kebede burgundy lips and Hurley pink lips, and each of the images has an overlay of Estée Lauder blue.
The campaign was shot by Mario Testino and overseen by Aerin Lauder, vice president of global advertising for Estée Lauder. About 5 million samples will also be distributed beginning in July. Cards offering deluxe miniatures will begin appearing with August national advertising.
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