Wooing the selfie generation

Actress Eva Mendes (above) is the face of Estee Lauder’s New Dimension skincare range.
Actress Eva Mendes (above) is the face of Estee Lauder’s New Dimension skincare range.
New Dimension products (above) include Shape + Sculpt Eye Kit and Shape + Fill Expert Serum.
New Dimension products (above) include Shape + Sculpt Eye Kit and Shape + Fill Expert Serum.PHOTOS: ESTEE LAUDER

Estee Lauder's new products signal its plans to reel in younger customers. Gladys Chung reports from Shanghai

Estee Lauder has launched its most important skincare product since its iconic Advanced Night Repair Serum in 1982 - the New Dimension Shape + Fill Expert Serum.

At a press launch in Shanghai, Dr Nadine Pernodet, vicepresident of skin biology and bio actives for the Estee Lauder Companies, tells Life: "Women lose definition on their faces as they age; and we studied the components that are essential to keeping the overall shape of the face. The formula improves both volume and structure as it works on the elastin and collagen in the skin."

Made for women in their mid-20s and older, the serum works on creating "elegant facial contours" through boosting three natural skin volumisers - hyaluronic acid, filaggrin and lipids - as well as collagen production. To give skin added definition, firmness and bounce, the formula is also said to strengthen the connectivity between the skin and collagen.

The brand claims that one will see plumped-up cheeks and a lifted jawline.

Dr Pernodet says: "For younger women who have a good distribution of volume on their faces, it helps to slow down skin ageing. For more mature women, it prevents the loss of structure and definition in the face."

She adds that while genes make up about 30 per cent of the causes of skin ageing, the rest are dependent on one's environment, lifestyle and stress level.

The product, priced from $153, is part of the four-piece New Dimension range, currently available at all Estee Lauder counters.

Another innovative product to look out for is the New Dimension Expert Liquid Tape that is inspired by a red carpet trick that Hollywood stars use to get a quick but temporary face lift.

"Some celebrities wear transparent tape on their hairline while on the red carpet to make their skin look tighter instantly," says Dr Pernodet.

The Expert Liquid Tape ($110) claims to have the same instant results, but minus the tape: the lightweight gel contains a polymer ingredient which works like a net. When applied above the areas that need a lift, such as droopy lids, the polymer ingredient dries up and skin is tightened immediately. The tightening effect lasts for about a day; and over time, the formula, which contains hyaluronic acid and a collagen-boosting complex, claims to firm the eye area.

The other two products in the range - the Shape + Sculpt Face Kit ($68) and Eye Kit ($60) - are face- and eye-contouring make-up products which can help enhance one's eye area, cheekbones and nose bridge, while making the face look slimmer.

In fact, one could describe New Dimension as a complete kit for getting one's face camera-ready.

Ms Christine Wu, the brand's general manager of China, says: "Like how one often angles herself in front of the camera for the most flattering shots, these products aim to give the face lifted contours and angles. "

Overall, the brand appears to be courting a younger clientele, those that belong to the selfie generation.

Last November, it named Instagram star and model-of-themoment Kendall Jenner as its new face for its campaigns on traditional and social media. In July, it roped in another Instagram star, South Korean model Irene Kim, as its global beauty contributor. In her new role, Kim will be creating online content, such as how-to videos, for the brand on its website and other social media platforms, according to Vogue.

While the New Dimension skincare range is fronted by 41-year-old actress Eva Mendes, Ms Christine Goh, brand general manager of Estee Lauder, Singapore, says the range should appeal to women of all ages: "The mature consumer can enhance her facial contours with the Shape + Fill Expert Serum, while the trendy millennial can easily achieve a picture-perfect selfie with the Shape + Sculpt kits."

A version of this article appeared in the print edition of The Straits Times on September 03, 2015, with the headline 'Wooing the selfie generation'. Print Edition | Subscribe