Estée Lauder to Go High Fashion with Pure Color by Tom Pecheux
In his relatively new role as creative makeup director for the Estée Lauder brand, Pecheux wants to bring a "strong fashion edge to the brand. Makeup is such a fashion accessory — I’d like to highlight that part of the brand, and also bring a playful touch to the franchise," he recently explained to WWD. A colorful result of his strategy will be the new Pure Color cosmetics collection, debuting this fall. A sneak peek already showed up on the Fall 2010 Derek Lam runway: a limited edition fall color story for Pure Color dubbed Blue Dahlia. “Blue is iconic for fall and this collection offers many choices for women, because the colors are buildable and versatile…I’ve always thought that eye shadow brings women self-confidence and power.”
Lauder's proprietary "True Vision" technology helps the highly-saturated eyeshadow hues to layer on in both a suede'like matte finish and a luminous satin-sparkle. The color pigments in the lip glosses are similarly wrapped in a "crystal-like" coating to make them saturated and super-shiny. “There are so many textures and colors here — you can do anything from a natural look to a much more dramatic look," notes Pecheux. “He’s done an amazing job
redefining modern color for Estée Lauder, adds Jane Hertzmark Hudis, global brand president of the Estée Lauder brand. “Having Tom Pecheux in this role is bringing us a new fashion edge and sense of style."
The new line of 48 shadows in four finishes, and 34 shades of gloss will start hitting department store counters in stages beginning in June 2010, along with the print and digital ad campaigns shot by Craig McDean. (source)
- Lesley Scott
(Derek Lam Fall 2010 runway beauty shots – via style.com)
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