When Estee Lauder launched their ?Estee Edit? sub-brand a year ago, I did a bit of a double take. What was an iconic and classic brand so steeped in history doing launching a throwaway ?cool and hip? collection that was so drastically different to what we were used to" With the face of a generation, Kendall Jenner, to back the concept and help encourage those digital natives via her Instagram account to buy everything from illuminators and pore vanishing sticks, to metallic eyeshadows and coconut lipgloss, it probably seemed like a great idea in the boardroom - but as they announce they?re to close the brand and discontinue all products less than a year after its launch, it?s definitive that it didn?t work in reality. So where did it all go wrong" Why couldn?t an infinite budget, the most premium stockists, a super cool boutique in London?s Carnaby Street or even a Kardashian save this bright and edgy brand from failure" In a nutshell, Estee Lauder forgot who their customers were.  

If you ask anyone over the age of 30 to describe Estee Lauder, they?ll undoubtedly use words that include ?classic, iconic, premium, trustworthy? and ?used by my mum/gran/sister.? However, those under the age of 30 probably see it as a bit stuffy, boring and not for them at all; (this is totally my own opinions and perceptions, and not based in scientific fact by the way!) Digital natives have been spoiled for choice, with colourful, fun, edgy and attainable brands (...