American luxury cosmetic brand, Estée Lauder is adding new facets to its Pure Color brand in March, with two reformulated lipstick lines and a new nail polish range designed by Tom Pecheux, the brand’s creative makeup director.
The first, Pure Color Long Lasting Lipstick, is a collection of 25 intensely pigmented, full medium to full-coverage shades intended to last all day, noted Jane Hertzmark Hudis, global brand president for Estée Lauder. The second, Pure Color Crystal Lipstick, is a line-up of 10 sheer-to-medium-coverage shades in two textures: Sheer Shine and Brilliant Shimmer. The company is claiming that the formule are powered by the proprietary True Vision Technology, which involves pigments wrapped into a crystalline laminate polymer for a multidimensional, rich look, explained Anne Carullo, senior vice president of corporate product innovation for the Estée Lauder Cos. Inc.
The brand will also launch 16 shades of Pure Color Nail Lacquer in March, also incorporating the True Vision Technology.
