Estee Lauder Heir Aerin Lauder To Start New Luxury Lifestyle Brand

It looks like Aerin Lauder, granddaughter of Estee Lauder and heir to the grand fashion empire, is looking to branch out on her own. Reports have it that the 40-year-old is planning to launch her own luxury lifestyle business. Apparently, Lauder has already roped in Vogue editor Anna Wintour and ex-NBC Universal CEO Jeff Zucker. Sources also claim that Lauder has convinced former White House deputy social secretary Ebs Burnough to join her.

If all goes according to schedule, Lauder’s new luxury brand should launch in the spring of 2012. It appears that Lauder will be concentrating on fashion accessories, beauty products and home products. The grapevine suggests that Lauder is also working on a jewelry line that is inspired by and based on Estee Lauder’s collection. As of now, Lauder is not planning to develop a clothing line though. Lauder is aiming at luxury customers who want things made simpler. The price points will be, in Lauder’s words, at an “easy luxury” level.

Lauder’s branching out would be a loss for the Estee Lauder brand where she has been working for years. The launch of her own brand would signal that the most prominent face of Estee Lauder would have to step down from her post of senior VP and creative director. However, Lauder says that she would be available for the brand in a consultative way.

At the same time, there will be some overlap between the two brands. It will not be like Danny Bahar developing a retail merchandise brand for British sports car giant Lotus. However, the younger Lauder’s beauty products will be made available at Estee Lauder counters. Perhaps similar developments could take place for the accessories and home ware lines of the new luxury brand.

Via: New York Post

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