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The brand launches a Virtual Foundation Tool for comparing multiple foundation shades.
October 22, 2024
By: Rachel Klemovitch
Assistant Editor
Estée Lauder, the flagship brand of The Estée Lauder Companies Inc., has officially launched in the U.S. Amazon Premium Beauty store. The brand is also debuting a Virtual Foundation Tool, exclusive to Amazon. This tool allows Amazon customers to compare multiple shades of Estée Lauder foundation, find their shade, and add it to their Amazon shopping cart. The Amazon-exclusive Virtual Foundation Tool allows customers to choose from a range of fifty-five Double Wear shade options. Estée Lauder offers a wide range of products including its Double Wear Stay-in-Place Makeup. Other brand favorites include Advanced Night Repair Serum, Beautiful Magnolia Eau de Parfum, Bronze Goddess Eau Fraîche, Pure Color Lipstick, and more. Justin Boxford, Global Brand President, Estée Lauder, said, “The launch of Estée Lauder in Amazon Premium Beauty marks a huge milestone for our brand as we bring our high-performance products and advanced skincare science to Amazon customers in the U.S. We are excited to introduce our night science expertise, skin tone authority, and iconic fragrances to Amazon’s highly engaged, multi-generational beauty community, providing them with an elevated, high-touch experience to discover our best-in-class hero products.” To amplify brand presence and product discovery in Amazon Premium Beauty, Estée Lauder launched an extension of its successful female-centered sports marketing campaign – Game Day, Your Way – on Prime Video. Inspired by the millions of passionate female football fans across the country, the campaign will highlight the “Beauty of Performance,” connecting the impact of women in football and the powerful benefits of the brand’s Double Wear Stay-In-Place Makeup. The ad will air throughout the fall of 2024. Melis del Rey, General Manager, Beauty, Baby, and Beauty Technology, Amazon U.S. Stores, said, “Throughout 2024 we have been working with The Estée Lauder Companies to launch several of their unique and cherished beauty brands in Amazon Premium Beauty, with the launch of Estée Lauder’s flagship brand today as a particularly significant milestone in that journey… We worked with Estée Lauder to build an innovative Beauty shopping experience that reflects the brand’s storied sophistication and telegraphs the magic that has made their products so prized by customers since 1946.” This season, Estée Lauder makeup and fragrance gift sets, including the Fragrance Treasures Gift Set, are also featured in Amazon’s 2024 Holiday Beauty Haul, running now through November 3.
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