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Estee Lauder Launches New Dimension Line Of Skincare Products In UK

June 5, 2015: 12:00 AM EST
Estee Lauder launched its New Dimension line of skincare products in the UK. According to the company, it hopes to “disrupt the industry” with the new brand. Estee Lauder is changing the industry's marketing convention by not mentioning the terms “anti-aging, wrinkles, or mature skin” in the marketing campaign supporting the launch. Also, by choosing actress Eva Mendes as the brand's ambassador, Estee Lauder is pushing health and positivity, instead of perfection.
Katy Young , "Estee Lauder's New Dimension", Telegraph, June 05, 2015, © Telegraph Media Group Limited
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