Aerin Lauder Branching Out By Hope Wilkos, Writer/Blogger
For all those fans of Estee Lauder Cosmetics, there is a new venture appearing on the horizon for the popular company.
Aerin Lauder, granddaughter of founder Estee Lauder, is launching her diversified new lifestyle brand in early 2012. The line will be called ‘AERIN’. She plans to focus on luxury accessories, jewelry, beauty and home featuring china. Aerin’s vivacious spirit will certainly translate into success for this new venture as well as the original Estee Lauder, the brand that we have come to know and love. However, competition will entail as Aerin plans to create her own makeup line to be sold at Estee Lauder counters and specifically targeting a new generation of cosmetic purchaser.
Assisting Aerin with launching her new line are such respected fashion and style names as Anna Wintour, Jeff Zucker and deputy social secretary, Ebs Burnough.
Lauder has signed two license agreements, one with Lenox Corporation for the AERIN home goods and the other with Estee Lauder for the line of beauty products.
Currently the undertaking for Aerin is overseeing the introduction of Estee Lauder’s new fragrance called ‘Beyond Paradise’ and featuring a song by Madonna.
Aerin’s sister, Jane, is also working hard and is developing Beauty Bank, a new brand to be sold exclusively at Kohl’s Department Store.
Aerin will continue to hold her current position as creative consultant and Style and Image Director for Estee Lauder. In her additional capacity, she will continue as Lauder’s Global Ambassador and spokesperson.
The expected timeline for the launch of ‘AERIN’ is Spring 2012 and we will be eagerly awaiting the line and all it has to offer in the way of surprises.
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