US. Earlier this month, on 8 July, Estée Lauder celebrated the official launch of its new feminine fragrance Sensuous with an unusual promotional activity.
Three of the spokesmodels for the scent – Elizabeth Hurley, Carolyn Murphy and Hilary Rhoda, together with Estée Lauder Companies Chairman Leonard Lauder, rang the opening bell at the New York Stock Exchange to formally open the day’s trading.
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Ring my bell: Estée Lauder makes a fragrantly Sensuous appearance at the New York Stock Exchange |
And Lauder built on that momentum later that day as all four spokesmodels (Gwyneth Paltrow completing the quartet) made a high-voltage personal appearance at Bloomingdale’s Manhattan flagship store in New York City.
As previously reported, Sensuous is a distinctive woody amber fragrance that marks a deliberate departure from Lauder’s extensive floral portfolio. Following its July debut in the US and the UK domestic market, the scent will roll out in August/September to Europe-Middle East-Africa and Americas travel retail.
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Blooming beautiful: the four faces of Sensuous, Hilary Rhoda, Gwyneth Paltrow, Elizabeth Hurley and Carolyn Murphy |
Also included in the first phase of launch will be Canada, North America and Russia. The second phase of launch, which incorporates continental Europe and Asia, will take place in 2009.
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