Beauty editors are witnessing a pro-ageing revolution – and Estée Lauder has just swept to victory by leading the game-changers with its latest launch, New Dimension skincare – the biggest launch for the US brand since 1982.
Call it clever marketing, call it clever science, call it what you will – even the cynics amongst us can’t ignore this innovative move from Estée Lauder, who with this launch “hope to disrupt the industry” claims Jane Hertzmark Hudis, global brand president for the company. It’s clear that this brand is on the move.
First let’s talk about the culture shift here. Estée Lauder isn’t mentioning anti-ageing, wrinkles or mature skin at all for this launch – in fact the New Dimension conversation revolves around “positive change,” says Hertzmark Hudis. A clever, ageless wheeze to reel in the younger market some might say, but also a revolutionary shift in language for a global beauty company others will note. “We have spent so many years talking about how our skin looks – and how we have a cure for everything, wrinkles, sagging, dullness – but this launch is different. It’s about ‘how do I look,’ not ‘how does my skin look,'” explains Hertzmark Hudis of the subtle shift in beauty tongue.
You’ll see this positive change in the campaign too. Estée Lauder chose Eva Mendes as the face, a picture of health and positivity, not necessarily perfection. In the final image edit the group also left behind Mendes’s smile lines and shadows, for an added ‘reality check’ if you like. Hertzmark Hudis adds, “this is about pioneering a new dimension in a women’s life.”
Not convinced? Then let’s look at the method of testing Estée Lauder used for New Dimension. So sure that they had got New Dimension right, both in terms of performance and modern skincare needs, the scientists behind the development chose to go beyond the usual consumer panels and use neuroscience testing, measuring both the physiological and emotional responses of women using the products. Measuring panellists’ reactions by way of the brain and nervous system reactions, 91 per cent were found to experience a positive change in attitude after using the serum – the hero product.
So what about the product itself? Just as radical we’d say. Dreamt up in the marketing room albeit, the notion was brought to life pretty convincingly in the labs. New Dimension has been developed with the sole purpose of defining your facial contours with a Shape + Fill Expert Serum, and a Liquid Tape quick fix serum “We’re taking so many pictures, we’ve become so visually driven,” Hertzmark Hudis tells us. “We instinctively know our very best angle,” she adds, referring to the modern day ‘selfie’. And so the idea of New Dimension was born, and realised, “for facial structure and volume. Make-up is all about transformations, so why not skincare?” probes Hertzmark Hudis.
Now for the product close up. “New dimension improves both visible volume and structure,” explains Dr. Nadine Pernodet, vice president of skin biology and bio actives for the Estée Lauder Companies. She explains that the serum, the line’s star product works in three ways: on volume (thanks to added hyaluronic acid, lipids and fillagrin), structure (thanks to a plumping pro-collagen complex) and definition (thanks to the way it boosts elastin and fibronectin, the architects of the skin if you like). And work it does; the more traditional skin testing panellists using the products showed an increase of 294 per cent in collagen, 236 per cent in elastin and 417 per cent in fibronectin (remember, that ‘architect’), in three days flat.
Equally smart (both in effect and marketing) is the additional Liquid Tape product. Inspired by the face tape which stars use on the red carpet for a little ‘lift’ behind the ears, Liquid Tape uses ingredients which act like a gauze to tighten your skin around the eyes – for an instant pick-me-up, literally.
New language, new science, new message – and a whole new angle for your face, and possibly, the beauty industry. A transformative skincare launch indeed.
New Dimension launches in September