I had seen some articles about this new launch, The Edit, from Estee Lauder a couple of months ago, though it was more challenging to get additional information at the time. The reason it resonates with me is two-fold…
Growing up my mother ALWAYS stressed the importance of skincare – she is 73 and, in my opinion, looks great for (and unlike) her age.
Second, I wrote my thesis in Business School about Estee expanding into Asia – at the time (this was 1999 or so), Asian products were NOT easy to come by. These days – especially in the last two years or so – they have become almost “cult” here in the states. Of course I’m beaming because I’m thinking “I TOLD YOU SOOOO!” 😀 <—*insert smug grin here!*
I have always and ever been enamored with Asian skincare – the ladies across the ocean (from me, anyway!) weren’t out basking in the sun, and I saw that they took extra time and care of their epidermis, things that mattered to me even at a young age. I can’t say at almost 38 that I am NOT showing signs of aging myself, but I do feel that I am “aging well,” thankfully.
So I LOVED hearing that Estee was branching out, not because it isn’t already a fabulous brand, but because it always had that “older appeal.” It seemed more geared for, and fitted to, and older crowd – one perhaps that isn’t “aged,” but that does have concerns about aging. So The Estee Edit is like a fresh update for the brand, bringing in, and catering to a younger market. The brand / segment is chic, youthful, and fashionable, and there is a true modern (and glow-enhancing!) edge to the products (brightening powder, lip color transformers, flash illuminators…) AWESOME.
There have been several posts about it recently so allow me to share!