Saturday, March 15, 2008

a new direction

the tag line is: "Estée Lauder Sensuous. Every Woman Wears It Her Way."

makes you take notice, right? well, it got my attention.

Estée Lauder is going in a completely different direction with its new women's fragrance, Sensuous. instead of producing yet another floral, the brand is steering onto new olfactive turf with a woody amber scent set to launch in july.

"We're trending in this rich direction to fill out gaps which exist in the Lauder fragrance world," said Evelyn Lauder, senior corporate vice president of the Estée Lauder Cos. Inc. "When we started life in the fragrance business, it was with a rich amber oriental [Youth Dew]. Then we went sporty with Aliage, and got deeply into florals with Beautiful. We've had a great deal of success over the years with florals, but we believe that this new olfactive area — woody amber — will make Sensuous a global hit."

i'm definitely curious to smell this fragrance. it sounds appealing, but who really knows? while i am mainly attracted to florals, i'm finding that woody scents have captured my attention. depending on the blend, they can be anything from mysterious and sexy, to energizing and captivating. this is a fragrance i can't wait to smell.

the campaign will include all four Lauder spokesmodels- Gweneth Paltrow, Elizabeth Hurley, Hilary Rhoda, and Carolyn Murphy- representing women in their 20's 30's and 40's, to symbolize the wide appeal of the fragrance. the add campaigns will begin running in september fashion, beauty and lifestyle magazines.


source: wwd

No comments: