Mrs. Estée Lauder built her cosmetics empire on the belief that every woman can be beautiful. This philosophy has always been the cornerstone of the brand, and as we continue to build on our strong heritage and values, it will now become the key philosophy to lead the brand into the future.

“The phrase ‘Every Woman Can Be Beautiful,’ is still as relevant today as it was when Mrs. Lauder first used it,” said Jane Hertzmark Hudis, Estée Lauder Global Brand President. “It is inclusive, empowering and a universal truth that appeals to women around the world. It defines modern and global beauty and it acknowledges that this beauty comes in many forms. We are proud to take the words of our founder and use them to bring together the heritage, the image, the products and the conversations the Estée Lauder brand is having with women today.”

This new brand philosophy will be supported with the launch of Estée Lauder’s new revolutionary skincare product aimed and dark circles and puffiness. Dark circles and puffiness not only detract from the beauty of the eyes, but can also result in an overall aged and fatigued appearance among all ethnicities.  Estée Lauder Research has now identified three key sources which can lead to visible dark circles and puffiness around the eye: Lack of Micro-circulation/ Weak Capillary Structure, Hyperpigmentation and Irritation. To address the visible effects of these factors, Estée Lauder scientists have developed New Idealist Cooling Eye Illuminator, a targeted treatment for all ethnicities that delivers dramatic brightening and de-puffing results.

Utilizing a first ever patent-pending specially-contoured, cooling ceramic-tip applicator, New Idealist Cooling Eye Illuminator instantly cools, massages and re-energizes the look of tired, puffy eyes, while innovative, exclusive Triple-Optic Technology instantly makes dark circles look lighter. Brighter, more rested-looking eyes are revealed immediately.  Additionally, an exclusive, highly concentrated Dark Circle Correcting Complex works over time to help reduce and prevent the appearance of dark circles and puffiness. Offered in two shades suitable for all skintones, now women of all ethnicities can achieve their ideal eyes.

First to Market Contoured Ceramic Tip Applicator:

A cosmetic industry first, Estée Lauder’s patent-pending specially-contoured, cooling ceramic tip applicator gently massages the eye area to help cool eyes instantly. An innovative alternative to storing eye creme in the refrigerator, this specially contoured tip delivers a cool, refreshing sensation as it helps re-energize the look of tired, puffy eyes.


Innovative Triple-Optic Technology comprised of a unique “next generation” optical blend instantly makes dark circles appear lighter. Going beyond traditional “cover-up,” the advanced optics provide a seamless, natural look on every skintone.

·         Soft focus optics smooth the appearance of eye-area skin’s surface to blur the look of imperfections and      shadows.

·         Color-correcting optics help neutralize the look of discoloration for more natural-looking, even skintone around the eye.

·         Brightening optics increase surface reflectance to provide skin around the eye with a naturally brighter, more illuminated look.

Over Time:

Idealist Cooling Eye Illuminator features a powerful Dark Circle Correcting Complex that works over time to address dark circles and puffiness, dramatically reducing their appearance.  Dark circles and puffiness are caused by three key sources:

·         Lack of Micro-circulation/ Weak Capillary Structure – Both lack of micro-circulation and weak capillary structure can cause a “pooling” of blood in the micro-capillaries around the eye, contributing to puffiness and a bluish-purple tint.

NEW Pinoxide™ and Magnolia Extract work together with massage application using the cooling ceramic tip applicator to help optimize natural micro-circulation and reduce the appearance of under-eye puffiness.

·         Hyperpigmentation – Excess pigmentation can create a yellow/brown tone and an overall darker appearance around the eye.

 Ascorbyl Glucoside (Vitamin C) and Botanical Extracts work together to help reduce the appearance of darkness.

·         Irritation – Irritation can create uneven skintone and puffiness around the eye.

Soothing Extracts of Sea Algae, Caffeine and Sucrose work in combination to help minimize the look of visible irritation and puffiness.


·         Instantly, eyes look brighter.

·         In just 2 weeks, 90% of women saw a reduction in the look of dark circles and puffiness.

·         Over 8 weeks, the look of dark circles and puffiness is clinically proven to continue to be reduced.

Usage/ Texture:

Squeeze tube to release a dot sized amount and massage cool ceramic tip under the eye from the inner corner to the outer corner, two or more times. Gently pat into skin with fingertips until absorbed. Wipe off ceramic tip with tissue after use.

The smooth, whipped texture glides over the delicate eye area, leaving it feeling comfortably hydrated and ultra-smooth.  Use alone or under concealer.

NEW Idealist Cooling Eye Illuminator is now available at all Estée Lauder stores and counters at a  retail price of 3,420 INR. Offered in two variants to suit all skin tones and ethnicities:

·         Light/ Medium

·         Medium/ Deep

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