Estee Lauder Moves to Wal-Mart

Estee Lauder, a luxury brand for almost a century, is moving to Wal-Mart.

Aramis and Designer Fragrances, two divisons of Estee Lauder will launch a perfume called C-Thru. The first bottles will be sold in December at Wal-Mart, and later sold at Kohl's, Target and other economy retailers in January, according to Women's Wear Daily.  The perfume will be sold at 10,000 stores throughout North America.

Industry sources estimated that C-Thru would have $10 million in retail sales in its first year. Experts estimated "that the brand's advertising and promotional budget will top $4 million", according to WWD.