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A fragrant new Bloom for Pleasures |
INTERNATIONAL. Estée Lauder has updated its best-selling Pleasures fragrance franchise with a new version, called Pleasures Bloom. It began rolling out in travel retail earlier this month.
The scent is said to represent a more playful, contemporary expression of the original concept. It aims to embody the appeal of new moments, new pleasures, and the exuberance of life’s carefree days, according to the brand.
“We wanted to take the timeless core concept of Pleasures”¦and express it with a new level of animation and vibrancy that reflects the world we live in today,” explained The Estée Lauder Companies Senior Vice President, Corporate Fragrance Development Worldwide Karyn Khoury.
“The concept today is less about tranquil calmness and more about adding energy, animation and colour to life.”
The juice is a fruity floral. It opens on notes of grapefruit, raspberry, lychee and violet, building to a heart of pink peony, rose, jasmine and green lily. The base blends musk, patchouli and vanilla.
Pleasures Bloom is presented in a reinterpretation of the original flacon, this time topped with a metallic cap. The bottle’s neck is adorned with a single fuchsia blooming bud, while the outer carton sports a complementary pink floral print.
The advertising visual was shot by Craig McDean in the Hamptons, New York, and features house model Hilary Rhoda relaxing in a field of delicate wild flowers.
