Estée Lauder Launches New Fragrance “Modern Muse” With Arizona Muse as the Face of the Campaign

| 3 May , 2013 | Reply

Estée Lauder are releasing a new fragrance, Modern Muse, featuring Arizona Muse as the face of the gorgeous new campaign as photographed by Craig McDean and TV Campaign by Stuart Dryburgh both shot in New York City’s Solomon R. Guggenheim Museum reports WWD (history buffs take note: The eight bows on Muse’s dress and the one on the bottle in the ad are intended to represent the nine original muses who inspired art and beauty in ancient Greek mythology).

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Modern Muse, is the first major women’s scent statement since the 2003 launch of Beyond Paradise and is positioned to cast women as stars in their own lives:

“This is the most important fragrance moment we’ve had in a decade,” said Hudis, who noted that the muse concept played well with Lauder’s rich heritage in fragrance. “Modern Muse captures what it means today to be independent and confident in one’s own sense of self and style.” She added that by using the term Modern Muse “we mean the idea of confidence that inspires.” – Jane Hertzmark Hudis, global president of the Estée Lauder brand at the Estée Lauder Cos. Inc.

Modern Muse was designed to give a dual impression and was created in collaboration with Perfumer Firmenich’s Harry Fremont, which is built around two key accords: sparkling jasmine and sleek woods. The first accord combines exotic mandarin, tuberose, fresh lily, honeysuckle nectar, dewy petals, jasmine sambac and jasmine sambac China absolute.  Alongside two different forms of patchouli, with Madagascar vanilla, amber wood and soft musk.

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The fragrance bottle features a soft pink-tinted juice and a spray-through cap with a built-in navy bow. The outer packaging follows these color cues and features an artistic sketch of the bottle inside. The pink was chosen to represent the soft, feminine side of today’s woman, while navy blue signifies the trademark color of the Estée Lauder brand.

The Eaux de parfum will be available in three sizes — 1 oz., 1.7 oz. and 3.4 oz, as well as a body lotion and shower gel, and won’t be on shelves in the US until September/October, the international launch will roll out around the same time. As soon as I have a date, I’ll update the post.

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Sassi
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Category: Fragrances

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