Daily Front Row

2012 May 18

Aerin Lauder's Eponymous Lifestyle Brand Gets A Launch Date

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Aerin Lauder
Patrick McMullan View Gallery

(NEW YORK) Aerin Lauder's lifestyle brand is on its way to a specialty store near you. Last April, the beauty heiress stepped down as senior vice president and creative director at Estée Lauder to take on a less active role in the company as style and image director. This strategic move allowed her ample time to prepare for the launch of her first solo endeavor: Aerin LLC, a global luxury line encompassing beauty, home, gifts, and accessories. One year (and change) later, the highly-anticipated debut dates have arrived.

Lauder's beauty line, licensed by Estée Lauder Cos., is slated to hit beauty counters in August and September. Expect the Aerin Essentials collection to be a permanent offering boosted with four trendy color collections a year and anchored by Fresh Skin Compact Makeup, a medley of basic must-haves consisting of six shades of cream-to-power foundation doubling as concealer, two shades of Pretty Bronze Illuminating Powder, Multi-Color for Lips and Cheeks, Rose Lip Conditioner, Rose Hand and Body Cream, a complete set of brushes, and a makeup bag. Prices will range between $28 to $148.

Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, Holt Renfrew, Nordstrom, and select specialty stores carrying Estée Lauder's ReNutriv have signed on for the North American distribution while Harrods, Selfridges, and John Lewis will hold court for the buzzy brand in the U.K. Additionally, EsteeLauder.com and Aerin.com will join the fray after the inaugural launch. In the pipeline for Aerin LLC: store-in-stores, a possible pop-up in Southampton next summer, and expansion even farther east into Asia. 
MARIA DENARDO