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As more working women entered their thirties, they had more money to spend on themselves. Skincare was an uncharted category. What could convince these women to try products from a brand that they grew up seeing their mothers use?
By capitalizing on the elegance of the Estee Lauder name, but showing it with a new younger face, the company introduced a modern system of skincare based on scientific evidence of performance. It caught the imagination and attention of a new generation of users—women entering their thirties and forties who were suddenly worried about aging. Night Repair was the cornerstone of the line. It continues to be one of their top sellers.