Estée Lauder targets millennials with Estée Edit collection

New campaigns feature young stars Kendall Jenner and Irene Kim

Estée Lauder will launch a new makeup and skin-care line called Estée Edit with Sephora on 15th of March. The beauty line will be sold in over 300 Sephora stores and on Sephora's web site. From July onwards, the range will also be available on the Estée Lauder site.

The new soon-to-be-launched makeup line has an accompanying blog "inspired by" Kendall Jenner and beauty blogger Irene Kim in a bid to attract younger consumers. According to industry sources, first year-retails sales of the edit are expected to reach up to $60m in North America alone.

Jane Hertzmark Hudis, Group President at The Estée Lauder Company, said: “Kendall and Kim are guest editors of the collection and the idea is that the clients are inspired by their attitude, their style, their point of view. We are going after a millennial audience, and they are all about authenticity.”

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