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Why Estée Lauder Is Trying to Move Upmarket

A new Re-Nutriv launch from its namesake brand suggests a greater interest in the upper echelons of beauty.
Estée Lauder products
Estée Lauder Companies announced its newest launch, the Re-Nutriv Ultimate Diamond Transformative Brilliance Soft Crème, with Sirtivity-Lp™, the latest extension of the line’s high-end Re-Nutriv collection. (Estée Lauder)

Estée Lauder is betting on two of beauty’s biggest buzzwords to pull itself out of its recent slump: “luxury” and “longevity.”

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