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Modern Muse makes its debut in September |
Estée Lauder has unveiled its new signature feminine fragrance, called Modern Muse. The scent, previewed to journalists in London late last month, was inspired by the duality of today’s women, according to the brand. Modern Muse is described as a statement in contemporary luxury, which conveys “confidence, style and creativity with a modern, youthful attitude”.
Modern Muse will make its travel retail debut in North America and Asia Pacific (excluding Australia and New Zealand) in September, followed by the Americas, Australia, New Zealand, South Africa, Switzerland and the UK from October. Further locations will be added in Spring 2014. The suggested UK travel retail price will be £67.94 for the 100ml edp and £47.40 for the 50ml.
The lush floral/woody juice incorporates an innovative “dual-impression” construction which allows the wearer to connect with it in two ways, Lauder maintains. There are two key accords: Sparkling Jasmine, said to represent the creative energy and femininity of the modern woman; and Sleek Woods, claimed to express a woman’s style, strength and sensuality. These are complemented by two patchouli extractions, for added texture.
Senior Vice President of Corporate Fragrance Development Worldwide Karyn Khoury explained: “The dual-impression creative approach offers each woman the opportunity to connect with the fragrance in her own way. Some will focus on the sparkling floral elements of the fragrance while others will view the warm, rich woodiness as the defining facet.”
Modern Muse is packaged in blush pink and navy blue. The pink was chosen to represent the soft, feminine side of the fragrance, while navy blue is the signature colour of the Estée Lauder brand. A key element of the bottle design is the bow, inspired by its iconic predecessor on Estée Lauder’s first fragrance Youth Dew, which was launched in 1953.
This time the bow is re-imagined in navy blue. It is part of the spray-through cap, which means that the bottle is never without its finishing touch – or in the words of Senior Vice President, Global Creative Director Richard Ferretti, it is “always perfectly dressed”.
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The aptly named Arizona Muse is the face of Estée Lauder’s new signature fragrance |
The launch of Modern Muse will be supported by a comprehensive print, TV and digital advertising campaign shot in New York City’s Guggenheim Museum. The campaign marks the debut of spokesmodel Arizona Muse for the Estée Lauder brand.
– Look out for the full feature, including an interview with Karyn Khoury and Master Perfumer Harry Fremont, later in the year.
