Estée Lauder is launching its latest skincare products with a multicultural themed campaign that is sure to appeal to its growing global audience – especially its non-Western customer base – that diversity is beautiful.
The company’s top spokesmodels – Joan Smalls, Liu Wen and Constance Jablonski – will appear together in ads for the Idealist Even Skintone Illuminator and Idealist Cooling Eye Illuminator launches.
“Estée Lauder always used to say that any woman can be beautiful, and she expressed that in many ways, including through advertising,” said Aerin Lauder, senior vice president and creative director for Estée Lauder. “This campaign is a modern interpretation of some of the most memorable ads Estée created over the years. Joan, Liu Wen and Constance are all global beauties who will help us express all facets of beauty and write a new chapter for the brand.”
“This is an important moment for the brand,” said Jane Hertzmark Hudis, global brand president for Estée Lauder. “These products are universal, and have both global and local relevance. We are going back to our heritage for our vision of the future.”
Idealist Even Skintone Illuminator is a fast-acting serum that is touted to address all key signs of uneven skin tone for all ethnicities. The products will rollout in North America in June with a global launch from July through September.
The serum will be offered in two sizes — 30 ml. for $58 and 50 ml. for $85 — while the 15 ml Cooling Eye Illuminator will sell for $58.
The products could generate global retail sales of more than $200 million in their first year according to industry estimates.
In July, Lauder will bring the “Every Woman Can Be Beautiful” concept to life at counters with in-store images of Jablonski, Liu and Smalls.
photo credit: estée lauder