Aerin Lauder is really getting into her stride as a flag bearer of no-brainer beauty, a slightly girlier version of Bobbi Brown if you will.
Where Bobbi is all about the everyday make-up in graphic, black packaging, AERIN does the same job but with luxe golden compacts and pastel-pink or pastel-printed boxes. The prints are a really nice (and original) touch that have become a brand signature. If you know anything about Aerin Lauder (not that I’m obsessed or anything), you’ll know she’s all about the NY-Hamptons lifestyle, with plenty of outdoorsy inspiration driving the brand aesthetic. (more…)
THE NEW YORK TIMES ON THE FASHIONISATION OF BEAUTY
In the same week that Marc Jacobs Beauty leaked a handful of its products on Sephora, (the entire range officially launches next month), the New York Times wrote a story on how fashion designers are innovating in make-up. Highlights include the influence of Chanel, Dior and Alber Elbaz. You can read the whole story here… (more…)
Aerin Lauder’s own-name beauty brand was never going to be a low-key launch but the product itself is an unflashy as it gets. OK, the gilded compact packaging is something you’ll want to show off at the table, but the contents are purely functional, in the best possible way, of course. (more…)
I mentioned Aerin Lauder’s new own-name brand last week. This week, I came across the first picture of the make-up line. I’m seeing shades of Estee Lauder (unsurprisingly), YSL and Tom Ford in the angular gold packaging, which to be honest is alright by me; I make no secret of the fact that I buy beauty prods as much for the packaging as the goodies therein. Not sure how much the world needs another line of luxe neutrals but then, this is all about branding. Get that right and you can sell anything you want. What’s interesting is that Aerin (as the brand is known) has soft-launched itself on Twitter and Tumblr first, selling the Aerin dream life and aesthetic before there’s any hint of product. Even if you weren’t an Estee Lauder girl, and you don’t need another latte-coloured lipstick, there’s no denying there’s something extremely appealing about the Aerin ‘ski lodge in Aspen’ Lauder lifestyle. On that basis alone, I’m sold.