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.
Millennial-Targeted Makeup Collections
The Estee Edit Line is Aimed at Young Beauty Buffs
Trend Themes
1. Experimenting with Look - Millennials love to experiment with their look, creating an opportunity for brands to introduce fun and playful makeup products.
2. Bold and Richly Pigmented Products - The Estee Edit line includes bold, richly pigmented makeup products that cater to millennials' preference for creating bold looks.
3. Sheer and Laid-back Everyday Looks - The Estee Edit line also offers sheer and laid-back everyday makeup products, providing an opportunity for brands to cater to millennials' desire for a more natural look.
Industry Implications
1. Cosmetics - The cosmetics industry can tap into the trend of targeting millennial consumers by introducing bold and playful makeup collections with rich pigments and sheer options.
2. Fashion - The fashion industry can collaborate with cosmetics brands to create cohesive looks that cater to millennials' love for experimenting with their overall appearance.
3. Social Media - The rise of millennial-targeted makeup collections presents opportunities for social media platforms to collaborate with brands and influencers to promote these products through engaging content.