Estée Lauder has followed up the launch of its Invisible Fluid Makeup foundation with the creation of Invisible Powder Makeup. It will be on-counter in travel retail doors across Europe, the Middle East, Africa and the Americas from April, and will roll out to the Asia Pacific region from May.
The new product is said to combine all the best benefits and features of a powder, liquid and gel to perfect the skin without leaving a trace. It delivers natural-looking coverage, in the form of a powder foundation or finishing powder, as preferred by the wearer. The texture is described as silky, ultra-light and ultra-breathable.
Now you see it…Estée Lauder’s new magic make-up
The baked, gelée powder can be retouched as needed, and is presented in a portable compact (complete with double-sided applicator) ideal for on-the-go application. The powder can be used alone, on top of foundation or, for optimum results, layered on top of Invisible Fluid Makeup.
In other news, Estée Lauder has extended its DayWear franchise with the new Advanced Multi-Protection Anti-Oxidant UV Defense SPF 50. It will be rolled out across Europe, the Middle East, Africa and the Americas from April.
As its name suggests, the base product incorporates broad-spectrum SPF 50 sunscreen, as well as the brand’s signature Super Anti-Oxidant Complex, to help protect the skin against the first signs of ageing. The lightweight formula is said to absorb easily and invisibly into skin and can be worn alone, over moisturiser or under foundation.
Lastly, Estée Lauder has created a new collection of cleansing products, called Perfectly Clean. The range will be launched into travel retail locations across Europe, the Middle East, Africa and the Americas from April.
The collection comprises four multi-action cleansers and a refining toner, all of which leave skin thoroughly cleansed of impurities, make-up and surface pollutants, without disrupting the skin’s natural balance, the brand maintains. Each product has been fortified with the new 3C Purity Complex, a blend of skin-soothing botanicals to help calm, comfort and clarify skin.
The range incorporates different formats and textures, to accommodate a variety of cleansing needs and preferences. The products are: Perfectly Clean Multi-Action Foam Cleanser/Purifying Mask, Multi-Action Creme Cleanser/Moisture Mask, Multi-Action Cleansing Gelée/Refiner, Triple-Action Cleanser/Toner/Makeup Remover and Multi-Action Toning Lotion/Refiner.
“Many cleansers and soaps are too harsh on skin and can cause irritation that eventually leads to premature signs of aging,” noted The Estée Lauder Companies Executive Director of Skin Biology, Global Research & Development Dr Nadine Pernodet. “Our approach is to deliver beautiful results without irritation.”