Estée Lauder is already putting its latest model, Kendall Jenner, to work.
As part of her first duties, Jenner “curated” 10 Estée Lauder products — Modern Muse eau de parfum, Bronze Goddess Powder Bronzer and DayWear Anti-Oxidant Beauty Benefit BB Creme, among others — that will launch on the Estée Lauder shop on the Spring mobile shopping app platform Friday.
Lauder is the first major brand for Spring, which currently offers beauty brands like Caudalie, JinSoon, Restorsea and Stila.
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“We were intrigued with Spring’s mobile shopping app platform and wanted to be one of the first major beauty brands launching on it,” said Geri Schachner, senior vice president, global communications and online editorial director, for the Estée Lauder brand. “We’ve been closely watching the social shopping space and thought Spring was perfect for Estée Lauder. It’s a blend of influencers, editorial and commerce that appeals to mobile shoppers who appreciate experiencing products in a lifestyle storytelling context.”
The Lauder brand is attempting to carve out an editorial-meets-commerce position with a new Web microsite called The Estée Edit, which was launched in July on esteelauder.com. Jenner’s picks will also be featured there, and it is the first in a series of monthly collections from The Estée Edit contributors.