Estée Lauder is adding new facets to its Pure Color brand in March, with two reformulated lipstick lines and a new nail polish range designed by Tom Pecheux, the brand’s creative makeup director.
This story first appeared in the February 25, 2011 issue of WWD. Subscribe Today.
The first, Pure Color Long Lasting Lipstick, is a collection of 25 intensely pigmented, full medium to full-coverage shades intended to last all day, noted Jane Hertzmark Hudis, global brand president for Estée Lauder. Two finishes are available: Satin Creme, with a soft shiny finish, and Lustrous Shimmer, a multifaceted, bright finish. Additional limited edition shades will be available at esteelauder.com.
The second, Pure Color Crystal Lipstick, is a lineup of 10 sheer-to-medium-coverage shades in two textures: Sheer Shine (exactly what it sounds like) and Brilliant Shimmer, a sheer multifaceted effect. The formulas are powered by the proprietary True Vision Technology, which involves pigments wrapped into a crystalline laminate polymer for a multidimensional, rich look, explained Anne Carullo, senior vice president of corporate product innovation for the Estée Lauder Cos. Inc. The formula also includes apricot kernel oil and shea butter. Two textures will be offered: Each lipstick will retail for $24. Packaging remains the same as past Pure Color offerings.
The brand will also launch 16 shades of Pure Color Nail Lacquer in March, also incorporating the True Vision Technology. Shades will be available in creme, shimmer and sparkle finishes. Nordstrom will carry all 16 shades; the remainder of the brand’s 2,200 doors will carry eight shades, beginning in March. Each shade retails for $19, said Charisse Ford, senior vice president of global marketing for Estée Lauder, noting that the ad, breaking now in fashion, beauty and lifestyle magazines, features Lauder spokesmodel Constance Jablonski and was shot by Craig McDean.
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Executives declined comment on sales projections, although industry sources estimated the collections could do $25 million at retail in the U.S. in the next 12 months.