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July 31 2014

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Estée Lauder Expands Its Digital Space With a New Editorial Channel

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constance-jablonski-liu-wen

Beauty behemoth Estée Lauder took over Navy, a cozy restaurant in Soho, last night to celebrate the launch of The Estée Edit, a new editorial channel on its website. Navy was the perfect location for the event, and not just because of the warm atmosphere and chic address—the name served as a nod to the brand’s iconic packaging color. And if that weren’t enough, the bar area was filled with the scent of tuberose, a note found in classic scents like Private Collection Tuberose Gardenia.

The Estée Edit features interviews with influencers in beauty, food, and fashion, as well as how-tos and original photo shoots. Guests at the soiree included many of the contributors to the channel, like street-style photographer Garrance Doré, who shot fellow French native and Estée Lauder spokesmodel Constance Jablonski for the site, and the company’s style and image director Aerin Lauder, who gives viewers a glimpse of her favorite flower shopping destination in Manhattan (that would be Zezé). Of course, The Edit also includes stories of the brand’s rich history, and the result is a well-executed blend of the past and the present.

During the intimate, dimly lit dinner, Karen Graham, the first face of Estée Lauder, shared stories with the captive audience around her, including Jablonski and current spokesmodel Liu Wen. Graham, who worked with the brand from 1969 to 2001, chatted about everything from her decision to quit modeling at age 40 for fly-fishing to growing out her silver, shoulder-length bob. “It took me a while to decide if I wanted to stop dyeing it. I had to work up the nerve, and then I just did it,” she said. On the other end of the table, Doré discussed the pop of color she was wearing on her lips. “I wear very simple clothes, like white T-shirts, so for me red lipstick is like an accessory,” she noted.

Just before dessert was served (chocolate-covered marshmallows, Estée’s favorite), bowls filled with Pure Color Envy Sculpting Lipstick and mini powder and fragrance compacts were placed on the table for the guests to swipe. “This is so Estée,” said Graham. “She was a firm believer in every woman having a compact.”

Photo: Courtesy of Estée Lauder

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