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Marketing in Brief: Estee Lauder

This article was originally published in The Rose Sheet

Executive Summary

Estee Lauder: Reformulates Estee Lauder Self-Action Sunless Supertan and adds an Extra-Dark version and an aftersun offering. The sunless products now contain fruit acid technology to "impart an extraordinarily natural looking tan" without orange tint or "streaky color," Estee Lauder said. The new formula dries within 15 minutes and gives color within an hour, according to the company. Self-tanners for the body are available now in a 4.2 oz. pump or spray bottle for $25, the facial self-tanners with added moisturizers sell in a 1.7 oz. pump for $18.50. The company is also introducing Cool Moisture aftersun spray, a "unique mist that cools, soothes, calms and lightly moisturizes" with cucumber, chamomile, vitamin C and aloe vera. A 5 oz. cobalt bottle sells for $17.50...
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