Estée Lauder is further cementing its modern makeover with Pure Color Envy Sculpting Lipstick, a new color line which will bow in March.
The lipstick is intended to sculpt lips with multifaceted pigments, which deliver saturated color. A proprietary complex also has been designed to offer continuous moisturization, noted Anne Carullo, senior vice president of global product development for Estée Lauder.
Twenty shades, $30 each, will be offered. Color families include nudes, reds, mahoganies, pinks and corals.
As for the line and shade names, those too were intended to evoke an aspirational note, said Charisse Ford, senior vice president of global marketing for Estée Lauder, who noted that shade names include Defiant Coral, Tumultous Pink, Vengeful Red and Insolent Plum.
The new lipstick packaging is another luxurious aspect, said Hudis. “The navy and gold shades evoke our signature color cues, and golden tones within the interior convey the modern glamour and style of the brand.
An internal magnet snaps the top into place with a weighty click, which is another luxury cue. It makes the lipstick fun to hold and to play with and takes it beyond a merely functional product. This gives us an opportunity to recruit a whole new generation of Estée Lauder customers around the world.”
In Asia, the line will get a slight tweak to increase its appeal to consumers in the region, noted Ford. “Our Asian consumers particularly like slimline cases, so that is the way we are packaging it for that market,” she said.