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Iconic new ad imagery: Estée Lauder recently signed three global faces, Joan Smalls from Puerto Rico, Constance Jablonski from France and Liu Wen from China, to represent the brand’s diverse and growing consumer base |
INTERNATIONAL. Estée Lauder is to extend its successful Idealist collection with two new products which will be promoted via a global advertising campaign featuring the company’s three new faces.
The first new product, Idealist Even Skintone Illuminator, is said to instantly illuminate skin and improve the look of uneven skintone. This fast-acting serum was developed for all ethnicities and all skintones. In just two weeks of continuous use, uneven skintone is reduced in appearance, the company said.
The intensive, yet gentle oil-free serum features exclusive Triple-Optic Technology to instantly illuminate skin for an immediate look of radiance. The serum also features exclusive CorrectTone Technology, a powerful, comprehensive triple-action complex comprised of anti-darkspot ingredients, anti-oxidants and soothing anti-irritants to address every key sign of uneven skintone. After use, skin appears clear, more even-toned and luminous.
In consumer testing, 79% of women saw an immediate improvement in the look of uneven skintone and after two weeks, 84% of women agreed that their skin appeared more even-toned. Skin looked noticeably clearer, brighter and more even-toned.
Idealist Even Skintone Illuminator features the signature Idealist scent, described as a modern blend of luminous floral and sparkling citrus notes.
The product is recommended to be used morning and evening by smoothing over clean skin before applying moisturiser with SPF. The lightweight serum is oil-free, non-comedogenic, dermatologist-tested and ophthalmologist-tested.
New Idealist Even Skintone Illuminator (50ml) has a suggested UK travel retail price of £52.70. It will be available at Estée Lauder travel retail locations worldwide from August 2011, and will be previewing at UK airports from June 2011.
Idealist Cooling Eye Illuminator
Idealist Cooling Eye Illuminator is described as a first-to-market, specially-contoured, cooling ceramic tip applicator with innovative optics and targeted technologies that aims to dramatically reduce the appearance of dark circles and puffiness.
Estée Lauder Research has identified three key sources which can lead to visible dark circles and puffiness around the eye: lack of micro-circulation/weak capillary structure, hyperpigmentation and irritation. To address the appearance of these factors, Estée Lauder scientists have developed New Idealist Cooling Eye Illuminator, a targeted treatment for all ethnicities that is said to deliver dramatic brightening and de-puffing results.
Using a first-ever patent-pending, cooling ceramic-tip applicator, New Idealist Cooling Eye Illuminator instantly cools, massages and re-energises the look of tired, puffy eyes, while innovative, exclusive Triple-Optic Technology instantly makes dark circles look lighter, according to the brand. Brighter, more rested-looking eyes are revealed immediately.
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Left: Dubbed a cosmetics industry first, Estée Lauder’s patent-pending, cooling ceramic tip applicator gently massages the eye area to help cool eyes instantly; Right: Idealist Even Skintone Illuminator is said to instantly illuminate skin |
Additionally, an exclusive, concentrated Dark Circle Correcting Complex works over time with continuous use to help reduce the appearance of dark circles and puffiness. An alternative to storing eye cream in the refrigerator, the product is offered in two shades suitable for all skintones.
Ingredients include a new Pinoxide and magnolia extract that work together with massage application using the cooling ceramic tip applicator to help skin optimise its natural micro-circulation and reduce the appearance of under-eye puffiness.
The product also contains Ascorbyl Glucoside (Vitamin C) and botanical extracts to help reduce the look of darkness, while soothing extracts of sea algae, caffeine and sucrose work in combination to help minimise the look of irritation and puffiness.
In consumer testing, 90% of women saw a reduction in the look of dark circles and puffiness after two weeks of use.
New Idealist Eye Cooling Illuminator (15ml) has a suggested UK travel retail price of £34.00. It will be available at Estée Lauder travel retail locations worldwide from August 2011, and will be previewing at UK airports from June 2011.
New ad campaign: “Every woman can be beautiful”
The Estée Lauder brand is bringing its founder’s philosophy to life with iconic new imagery and products.
The company explained: “Mrs Estée Lauder built her cosmetics empire on the belief that every woman can be beautiful. This philosophy has always been the cornerstone of the brand, and as we continue to build on our strong heritage and values, it will now become the key philosophy to lead the brand into the future.”
Added Estée Lauder Global Brand President Jane Hertzmark Hudis: “The phrase “˜Every Woman Can Be Beautiful’ is still as relevant today as it was when Mrs Lauder first used it. It is inclusive, empowering and a universal truth that appeals to women around the world. It defines modern and global beauty and it acknowledges that this beauty comes in many forms. We are proud to take the words of our founder and use them to bring together the heritage, the image, the products and the conversations the Estée Lauder brand is having with women today.”
To support this brand philosophy, Estée Lauder recently signed three new global faces: Constance Jablonski from France, Liu Wen from China and Joan Smalls from Puerto Rico. They represent Estée Lauder’s diverse and growing consumer base, the company said.
“Estée’s choice of models throughout the brand’s evolution was always extraordinary,” noted Estée Lauder Senior Vice President, Creative Director Aerin Lauder. “We continue this legacy with a new group of diverse faces that truly represent a modern vision of beauty.”
A new advertising campaign featuring Constance, Liu Wen and Joan will be unveiled in June 2011 to support the “˜Every Woman Can Be Beautiful’ philosophy and the two new skincare products, Idealist Even Skintone Illuminator and Idealist Cooling Eye Illuminator (see details above).
Shot by Craig McDean, the three models appear together in an Estée Lauder ad for the first time, communicating the desire for beautiful skin across all ethnicities. Each model will also have a separate print and TV ad, with the uneven skintone concerns checked that apply to their particular ethnicity.
Also being unveiled from July 2011 are key “icon images” featuring four of Estée Lauder’s spokesmodels. Hilary Rhoda, Constance, Liu Wen and Joan are all dressed in white, communicating elegance as well as each model’s personality and style. These images will appear globally at store level bringing the “˜Every Woman Can Be Beautiful’ concept to life. They are a modern interpretation of some of the most memorable ads Estée Lauder herself created, the company said.
