NEW YORK — Aerin Lauder, who has been a high-profile face for the Estée Lauder brand as well as senior vice president and creative director for the division of the Estée Lauder Cos. Inc., is in the process of creating her own beauty line — fragrance and color cosmetics­ — under the name Aerin.

This story first appeared in the April 5, 2011 issue of WWD. Subscribe Today.

The brand is expected to be marketed by the Lauder division, as the exclusive beauty licensee of her new company, Aerin LLC. Details were still being worked out at press time.

Lauder, the granddaughter of the company’s founder, will remain with Lauder as a creative consultant and the brand’s global ambassador and spokesperson. She said she will continue to work on advertising campaigns and other aspects of image creativity for the Lauder brand, as the style and image director. She will remain on the company’s board.

The beauty initiative is one of three avenues being pursued by Lauder in an effort to create what she calls “a luxury lifestyle brand.” She described the positioning of the brand as luxurious but “it’s about making it easy for the consumer and knowing what she is looking for.”

The other two prongs of the initiative are accessories and home accessories, which include licenses like eyewear that are being arranged with other companies. For beauty accessories, like sunglasses, Lauder described the price range as “easy” luxury, as in “easy jewelry. It’s not fashion in the sense of clothing,” she said in an interview with WWD. She said the brand will be aimed at a luxury customer who “want things made simple.”

It is expected that merchandise will begin hitting retail counters next spring, with the beauty products sold at the Lauder counter. The accessories and home accessory products will be retailed in another location. The Aerin lifestyle brand is expected to hit stores prior to the Aerin cosmetics collection. Lauder said her vision involves having the Aerin lifestyle brand housed in a shop within a shop.

She confirmed having set up an office in the Fuller Building at Madison Avenue and 57th Street, as had been first reported by the New York Post.

The 40-year-old Lauder said, “I’ve worked at the Estée Lauder brand for many years,” and that it is important she remain part of that brand. However, “I had a dream of doing this as I was growing up. I am taking the chance to follow my dream.”

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