The Estee Edit Line is Aimed at Young Beauty Buffs

By: Katherine Pendrill - Mar 7, 2016
References: esteelauder & bustle
The Estee Edit line by Estee Lauder is a new makeup collection aimed at millennial consumers. Millennials love to experiment with their look, meaning they tend to prefer makeup that is fun and playful rather than timeless. This collection caters to millennial preferences by giving consumers the power to dramatically alter their look.

The Estee Edit line is a new collection of products endorsed by brand spokeswoman Kendall Jenner. The collection features two skews, the first of which is 'The Edgiest.' This products in this particular line are richly pigmented and intended for creating bold looks. The second skew is 'The Barest.' These products are more sheer and designed for more laid back everyday looks. Both lines include a variety of products, including mascara, lipstick and eyeshadow.

The new collection demonstrates how brands are specifically targeting millennial consumers with bold new products.