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Estée Lauder Takes Diverse View

Estée Lauder is launching a new skincare line called Idealist, and to emphasize how well the products work on all types of skin, the company is making a multicultural splash with the marketing campaign. Both TV and print ads will feature models Joan Smalls, Liu Wen and Constance Jablonski, with an “Every Woman Can Be Beautiful” theme.

The line includes Even Skintone Illuminator, which works on all ethnicities and promises results in two weeks, powered by such ingredients as rice bran extract, Vitamin E, licorice and gentian.

And its Cooling Eye Illuminator, which also contains magnolia extract, caffeine, and sea algae, is using what the company says is the industry’s first contoured ceramic tip applicator, providing a cooling sensation. Both products are $58, and available at Estee Lauder counters nationwide in June. (The eye product is also scheduled for exclusive distribution at Bloomingdale’s beginning in April.)

Ads supporting the new line are scheduled to break in June, and according to a report in Women’s Wear Daily, the campaign will get $35 million in North America ad spending; the launch could generate as much as $200 million in sales in the first year, with $85 million in the U.S. Sampling is also expected to play a major role in the campaign.

Separately, Lauder also reaffirmed that it expects net sales to grow between 8% and 10% for its fiscal 2011, which ends June 30, despite the unfolding disaster in Japan, one of the company’s key markets.

“The tragic events that have recently taken place in Japan have created issues for our business in the country and for our Japan travel retail operation,” Fabrizio Freda, Lauder’s president/CEO says in the company’s release. “We are thankful that all of our employees in Japan are safe and accounted for. We are amazed by their courage and dedication to support our business. Our reaffirmation of the fiscal year guidance is a testament to the overall strength of our business, the breadth of our portfolio and the financial and strategic ability to manage through this crisis.”

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