The Estée Edit launch Party at Airship37 with OverCat Communications

Estée Lauder has announced the launch of its highly anticipated new range, The Estée Edit. The range includes a selection of make-up and skin care created specifically for the millennial generation. The range is fronted by key Estée Lauder ambassadors Kendall Jenner and Irene Kim. The range is said to be inspired by the famous Estée Lauder quote: “Beauty is an attitude”.

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OverCat communications is a full service communications, social media, influencer relations and event planning agency. Overcat Pr produced a launch party at Airship37 for the The Estée Edit collection.

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The Estée  edit popped up around  Toronto with #beautyattitudes and pop-up experiences. Beauty bloggers had a chance to sample the innovative products and share their perspectives on beauty.

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“The Estée Edit comprises 82 products – 72 cosmetics and 10 skin care items. The packaging features signature Estée Lauder elements inspired by those created by the woman herself, resulting in a silver and white theme with cobalt blue splatter graphics.”

Just wing it…with our Blackest Liner 😜. Now at @sephora & @sephoracanada #beautyattitudes

A photo posted by The Estée Edit (@theesteeedit) on


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Guests had the opportunity to interact with the product and share their experiences in a fun and engaging setting.

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Artemis Patrick, Senior Vice President of Merchandising at Sephora, said: “The Estée Edit is a win for both Estée Lauder and the Sephora client. We anticipate that The Estée Edit’s mix of covetable trend-based make-up, instant-gratification skin care products, approachable price point and millennial muses will receive a very positive reaction from our young and socially-engaged consumers.”
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OverCat Communications

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