The Estée Edit, Estée Lauder’s attempt at enticing Millennial beauty consumers, is bidding beauty consumers adieu.
WWD reported that Estée Lauder will halt sales of the collection in Sephora U.S. and Canada, Selfridges and the Edit’s freestanding store in London. It is currently selling for 30% off at Sephora.
The article states The Estée Edit had its share of skeptics. Many felt its spokeswoman, Kendall Jenner, was not the right fit for the brand and that the company was trying too hard to be “cool.”
A statement from the company in the article stated, “After a year of valuable insights and learnings, we have decided that a separate brand in North America dedicated to recruiting Millennials is no longer necessary.”
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