Estée Lauder has launched its Pure Color line, which is already sold in the US and in Europe, in China.

The occasion was feted with a fashion show and party in Beijing on November 19. The celebration also marked Chinese model Liu Wen's official debut as an Estée Lauder global spokesmodel.

The Pure Color line - a collection of 48 highly pigmented eyeshadows and 34 lip glosses - was conceived by Estée Lauder's creative makeup director Tom Pecheux and made its debut in US stores this past summer. The eyeshadows come in four different finishes - matte, satin, luminous and metallic - while the glosses come in three different finishes - shine, shimmer and metallic.

In addition to the launch of Pure Color in China, Pure Color Metamorphosis - a limited edition collection of eye shadow and lip gloss shades especially designed for Chinese women - will also go on sale in Hong Kong and on the Mainland. The 24 Estée Lauder Pure Color eyeshadow shades and 28 lip gloss colors (each priced at $37) are slated to make their debut in China during spring 2011.

Estée Lauder says China is its fastest-growing market as well as its second-largest market (after the US). The brand made its first foray there in 1993 and now boasts 95 stores in China. Fabrizio Freda, the company's president and chief executive officer, said during an investor conference in September: "China is growing so fast, we expect it to be our second-biggest Asian market this year, overtaking Korea. Last year, the Estée Lauder brand became the number-one prestige beauty brand in its distribution in China."

Estée Lauder's Pure Color collection significantly broadens the beauty company's color range as it used to be heavier on neutrals. The line puts the American beauty brand head-to-head with the global cosmetics brands MAC, Nars, and Make Up For Ever, which are known for their highly pigmented, high-impact makeup collections.

See the Pure Color collection: http://www.esteelauder.com/purecolor

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