LAUDER PUMPS UP THE POUT
Byline: Alev Aktar
NEW YORK — Estee Lauder is getting ready to promote big mouths. And we’re not talking about overexuberant executives.
North America’s biggest cosmetics company is poised to introduce an innovative lipstick that makes lips look fuller. Called Go Pout, it is formulated with shadow pigment, a “multilayered interference pigment” said to create the illusion of depth and plumpness.
“You put this lipstick on and go into meetings, and people stare at your lips,” said Elizabeth Park, vice president of makeup marketing.
“This is about immediate gratification,” added Aerin Lauder, executive director of creative marketing. “There’s a total demand for changing your lips, and this is the perfect cosmetic solution.”
Lauder executives say the lipstick, which features new patent-pending technology, was rushed to market in less than six months. “We think it’s going to revolutionize the lip category,” said Sandy Cataldo, senior vice president of marketing. “It’s an industry first, and we feel like we’re creating a new category.”
Go Pout will be available in 10 shimmery shades that provide medium to full coverage. The formula contains Vitamins C and E to protect lips against environmental oxidation and ceramide and soybean extracts to keep kissers soft and supple. “Transfer-resistant technology was the last big advance, but you give up a lot,” said Park, referring to comfort. “Women aren’t giving up anything with this.”
Go Pout, which is $15, will make its debut in May. Sources estimate it could generate as much as $20 million in retail sales in the first 12 months. Cataldo declined to comment on the volume, but said it “has the power to be our number-one lipstick.”
The company will back Go Pout with print, outdoor and radio advertising, as well as almost one million samples. The firm has reportedly earmarked $2 million for launch advertising.
“We do a tremendous lip business to begin with,” said Cataldo. “And this is a perfect opportunity for us to have some fun.”