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Estée Lauder is set to update its Modern Muse flagship fragrance with a new Modern Muse Chic version. It will be available in travel retail doors in Europe, the Middle East, Africa and the Americas from September. The UK airport roll-out is scheduled for October.
The new scent is inspired by the “bold, daring, more creative side of a Modern Muse”, according to the brand. The juice – a vivid woody floral – blend florals, fruitiness and sultry woods, in a bid to reflect the duality of a Muse’s personality. This “dual-impression” concept allows women to connect with the fragrance through two contrasting aspects, Lauder maintains.
The first aspect is the Vivid Florals Accord. This features jasmine sambac, tuberose, stargazer lilies, plum and davana. The second is the Ebony Woods Accord. This comprises cashmere woods, agarwood, labdanum, patchouli, suede musks and Madagascar vanilla SFE.
“Modern Muse Chic is a bold new expression of what it means to be a Modern Muse,” noted Karyn Khoury, Senior Vice President, Corporate Fragrance Development Worldwide at The Estée Lauder Companies. “We achieved a compelling creative tension through our innovative “dual-impression” fragrance structure. Some women will be attracted to the Vivid Floralcy, while others will be drawn to the dark sensuality of the Ebony Woods.”
The duality is reflected within the fragrance packaging. The tall glass flacon features soft, rounded sides. A navy bow with gold-toned studs adorns the spray-through cap. It was inspired by the iconic bow on Estée Lauder’s first fragrance, Youth Dew.
A new print campaign, shot by Craig McDean, will support both Modern Muse and Modern Muse Chic. The visual features brand spokesmodel Arizona Muse on the streets of New York City.
Modern Muse Chic will be available as a 50ml and 100ml edp.
