 | Lipstick redefined: Patent-pending Estée Lauder Signature Hydra Lustre Lipstick comes in 25 universal shades |
UK. In a major product development, beauty giant Estée Lauder has unveiled what is calls “the new gold standard in lipstick” with Estée Lauder Signature Hydra Lustre Lipstick.
Every element from the packaging to the ingredients to the 25-shade line-up has been assessed and evaluated for unprecedented performance and style, the company said.
Encased in elegant golden fluted packaging with a luxurious new formula, the product is said to offer hours of moisture and rich, lustrous, comfortable colour to lips.
The company has taken its iconic fluted lipstick case, introduced in 1984, and made it contemporary, while retaining the design’s original elegance.
The fluting has been narrowed to give a slimmer, sleeker version of the signature design. The lipstick bullet is also trimmer and twists up from a transparent cup rather than industry-standard white, creating a more sophisticated look.
The company’s product development team, assisted by 10 chemists, spent 1,500 research hours identifying a new generation of ingredients and a streamlined approach to formulation that would meet women’s needs and expectations.
“Women want many things from their lipstick – colour projection without weight, shine with ample coverage and moisture with great wear,” said Senior Vice President, Corporate Product Innovation Anne Carullo. “But every one of these attributes is in conflict with the other – presenting the fundamental challenge from a product development perspective.”
Patent-pending formula
Estée Lauder Signature Lipstick boasts a patent-pending formula, which took 80 submissions to achieve.
The formulation starts with a synthetic wax base offering improved emolliency, a brighter colour and greater control in terms of handling. Next it combines gelants for cushion and comfort, esters for slip and lustre and an all-new emollient paste, said to be an industry-first blend of oils previously reserved only for lip glosses, that delivers high shine. Finally, a film former binds these elements together keeping the ingredients and pigments intact and on the lips for longer.
The product was tested among an expanded panel of 500 women across North America, Europe and Asia; 150 new fragrances were tested among 250 women to determine the right scent level and character; and several professional make-up artists were employed to fine-tune the shades.
The lightly scented fragrance is of fig and vanilla, a combination that was developed to evoke both comfort and warmth.
Estée Lauder Signature Lipstick is available in 25 universally wearable shades, categorised by four new colour groupings, including Pink-Berry, Mauve-Plum, Nude-Brown and Coral-Red and a colourless Lip Conditioner with SPF15.
The new colour groupings are designed to ease customer selection at counter by offering more shade levels and depths within her preferred colour ranges.
The new range is available in travel retail stores from October 2007. Exclusive to travel retailing in December 2007 will be the Estée Lauder Signature Lipstick Trio, a set featuring three of the most popular shades from this range, described as perfect for gift-giving.
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