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Bottling the brand: the new Very Estée fragrance |
Estée Lauder has introduced a new feminine fragrance called Very Estée. Described as a modern celebration of the Lauder woman’s affinity for style and luxury, it is being launched this month in Russian travel retail. It will roll out across Europe, the Middle East, Africa, the Americas and selected Asia Pacific doors from October.
“The name “˜Very Estée’ reflects a celebration of the style, sophistication and modernity shared by Estée, the woman, and Estée Lauder, the brand,” noted Karyn Khoury, Senior Vice President, Corporate Fragrance Development Worldwide, Estée Lauder Companies.
“Very Estée the fragrance honours all of those things from a heritage point of view, but it also embraces the strong, vibrant connection between the brand and the contemporary Estée Lauder woman who personifies all of those attributes.”
The result is described as a luxuriously feminine, sophisticated fragrance which blends the best quality and texture in materials with a distinctively modern construction. Its combination of notes aims to express femininity and luxury in an exciting new way, the brand maintains.
The juice opens on top notes of lotus, freesia, cassis and pink pepper, building to a heart of Bulgarian rose oil, Rose Petal NaturePrint®, Gardenia Brazil NaturePrint® and jasmine. The base blends sandalwood, cedar, cashmere and a musk accord.
The fragrance flacon is said to be modern yet feminine. The colour-scheme is deep blue accented with gold.
The face of the fragrance is Estée Lauder spokesmodel, Hilary Rhoda. In the ad campaign she is dressed in a black lace dress, offset with bold gold jewellery.
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