As revealed earlier via The Moodie Report’s various social media feeds, today in London Estée Lauder unveiled its New Dimension skincare and make-up collection. The Moodie Report was the exclusive travel retail media at the event.
The line will make its travel retail debut in July, ahead of the global roll-out in September. As previously reported, the face of New Dimension skincare will be actress Eva Mendes.
At the launch event Estée Lauder Global Brand President Jane Hertzmark Hudis underlined the significance of the introduction, describing it as the brand’s biggest innovation since the launch of Night Repair (since renamed Advanced Night Repair), in 1982. It will be supported accordingly.
Hudis was introduced by Estée Lauder President UK & Ireland Chris Good, who explained how New Dimension dovetailed perfectly with the brand’s ongoing “journey of modernisation”, as demonstrated by product launches such as Pure Color Envy, and the appointment of spokesperson Kendall Jenner.
“Consumers are coming with us on this journey, and really embracing it,” Good observed. “And there is much, much more to come.”
The New Dimension concept centres around change and transformation, underpinned by technology that focuses on enhancing the skin’s structure and volume. The full line comprises New Dimension Shape + Fill Expert Serum (30ml and 50ml), New Dimension Expert Liquid Tape (15ml), New Dimension Shape + Sculpt Face Kit and New Dimension Shape + Sculpt Eye Kit. The recommended UK domestic price-points range from £30 to £88 (US$46 to US$135).
“I am here to share something really big,” declared Hudis at the launch. “What you’re going to see today is the next generation…of where the whole industry is going – and we are going to lead that revolution.”
She continued: “It’s not about a single product; it’s about a transformative collection, led by one powerful serum. But more than anything, it’s about change. Change in concept, in point of view, in language and in packaging….We think it will truly disrupt the industry.”
One of the biggest changes is a move from the idea of ‘how does my skin look?’ to a concept of ‘how do I look?’, Hudis explained. “We are all taking so many pictures of ourselves,” she noted. “We are in such a visually-driven culture, fuelled by social media, and we all want to look our best…and show the world our very best angle.”
Which is where the power of transformation comes in. “We are going to create an entirely new beauty category,” Hudis declared. “Make-up is all about transformation – but why not skincare too? Or even skincare and make-up combined?”
Consumers looking for change will see fast results with New Dimension, Hudis promised. “You are going to see an effect in just one day,” she confirmed. “And then again after three days, two weeks and four weeks.”
The appliance of science
The secret to creating beautiful facial contours is to improve both visible volume and structure, explained The Estée Lauder Companies Vice President Skin Biology & Bioactives Dr Nadine Pernodet. “We’ve known that skin’s structure helps give skin the density and definition that is characteristic of youthful skin. But thanks to our latest research, we now know it’s critical to also improve visible volume to create a true transformation.”
At the launch Dr Pernodet described the multi-dimensional approach of the new skincare products. Transformative shaping technology helps to improve the look of critical volume along the multiple layers within skin’s surface. Natural plumpers and volumisers (hyaluronic acid, fillagrin and lipids) help restore a look of natural fullness, while powerful skin smoothers “microshape” the surface of the skin by promoting its natural turnover.
To restore visible density, Lauder has created a pro-collagen complex, which also helps skin’s natural support structure, leaving it looking denser, firmer, more lifted and contoured. Cheeks are enhanced and the jawline appears more defined.
Dr Nadine Pernodet: Enhancing both structure and volume is the key to skin transformation
Dr Pernodet explained how the New Dimension Shape + Fill Expert Serum works from within the skin’s surface to support critical proteins that help promote skin’s natural strength, lift and elasticity from the inside out. Key ingredients such as elastin and fibronectin help to strengthen skin’s “inner architecture”.
The serum – New Dimension’s star product – should be applied on clean skin before moisturiser, and is suitable for use both day and night. It is complemented by New Dimension Expert Liquid Tape, a precision treatment that tightens and tones selected areas of the face, such as upper cheekbones, temples and the eye area.
In addition to the skincare products there are two make-up kits. New Dimension Shape + Sculpt Face Kit contains two cream tones said to instantly sculpt the face, adding depth and dimension. The light tone accents cheekbones, brows and the nose by bringing light to the centre of the face. The dark shade slims and sculpts to emphasise the hollows of the cheeks and create shadows where desired.
New Dimension Shape + Sculpt Eye Kit helps consumers to create their ideal eye shape and appearance, the brand maintains. The trio comprises a Smoothing Base, a Contour Shade and a Highlighter Cream.
Testing times
For the first time Estée Lauder used advanced Neuroscience Testing – which measures physiological and emotional responses and which has long been used to understand people’s reactions through the workings of the brain and nervous system – to evaluate the results of New Dimension.
More specifically, the brand measured the physiological and emotional responses of women after using New Dimension Shape + Fill Expert Serum. 91% of the panelists experienced a positive change in attitude after using the serum, and felt more enthusiastic about the way they looked. They also indicated feelings of “delight and astonishment”.
Hudis concluded: “New Dimension operates on a lot of levels. And the big idea is that by using these products, every angle becomes your best angle.”
She added: “I truly think that this is an industry-breaking, industry-moving idea. I am convinced with New Dimension we have hit on something very big.”
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