Estée Lauder Say Modern Muse is Once in a Decade Launch Aiming to Become a Future Classic (2013) {New Perfume}
Estée Lauder cos. will introduce a new women's fragrance from August 2013 called Modern Muse. Jane Hertzmark Hudis, global president of the Estée Lauder brand at the Estée Lauder Cos. Inc. said that they see it as "...the most important fragrance moment we’ve had in a decade,” which would be since the launch of Beyond Paradise in 2003, an important fragrance, albeit generally underrated...
The name of the perfume wants to point to its inspirational effect on the women who will adopt it.
To that effect Estée Lauder experts worked with perfumer Harry Fremont of Firmenich to devise a dual structure for the juice making it rally around the polar effects of strength and softness.
Two main accords are said to define the fragrance; there is a floral "sparking jasmine" one and a "sleek woods" one.The first accord features exotic mandarin, tuberose, fresh lily, honeysuckle nectar, dewy petals, jasmine sambac, and jasmine sambac China absolute. The "sleek woods accord" tapping anew in the research the company did on showcasing woods that can be branded as feminine for Sensuous (2008), layers two different kinds of patchouli, blending them with Madagascar vanilla, amber wood and soft musk.
From a business perspective, Estée Lauder are viewing the new perfume as a means to reassert their presence as a fragrance powerhouse to strike a better balance with their makeup and skin-care specialties. From a lifestyle perspective, Modern Muse wants to intuit and support the "...dynamic tension in a woman’s life."
The flacon and the dress in the print advert modelled by Arizona Muse altogether feature nine ribbons to symbolize the nine muses of the Antiquity. Drawing further parallels between life and art, the background for the TV commercial and the photo shoot is New York City’s Solomon R. Guggenheim Museum.
"Eaux de parfum in three sizes — 1 oz., 1.7 oz. and 3.4 oz, retailing for $58, $78 and $98, respectively — will be offered, as will a will be offered as will a 1-oz. parfum, a 6.7-oz. body lotion and a 6.7-oz. shower gel, retailing for $285, $50 and $50, respectively. While the majority of the collection makes its debut in September, the body lotion and shower gel will hit counters in late October and the parfum will be sold starting in February."
Via WWD
