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Eva Mendes is face of Estée Lauder beauty

Published 24/04/2015

Eva Mendes
Eva Mendes

Eva Mendes enjoys a "skincare routine and ritual", which is fitting as she's been announced as the face of Estée Lauder's new beauty collection.

The brand is to launch its New Dimension collection in North America next month, ahead of a global release in September, in the hope of transforming the world of skincare. There will be a New Dimension Shape + Fill Expert Serum and a New Dimension Expert Liquid Tape, along with contouring compacts Shape + Sculpt Face Kit and the Shape + Sculpt Eye Kit.

All will be advertised by Eva, who believes beauty plays a big part in feeling good.

“When you’re on a red carpet, you’re photographed from every angle and you can’t control that. But if you have products you love, once you go out there, you don’t worry as much. It’s a confidence booster," she told WWD.

“I love the idea of a skincare routine and ritual. It grounds me, no matter where I am. And obviously I love results. You feel the instant activation. I’m always desperate for products that help me look not as tired."

Estée Lauder global brand president Jane Hertzmark Hudis explains that everything about the development of the range was "crafted different", and that the serum will cater to the whole face, while the liquid tape is especially for temples, eye area and upper cheekbones. Jane wants customers to feel "immediate gratification" after use.

She also shared why Eva, 41, has been chosen as the face of the venture.

“Eva is aspirational and real at the same time. She’s beautiful but approachable. That’s what makes her different and so inspirational to us," she added.

© Cover Media

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