Estée Lauder targets the Middle East market with Amber Mystique

Estée Lauder is building on the success of its Wood Mystique fragrance (the brand’s first unisex scent that specifically targeted the Middle Eastern consumer) with the introduction of Amber Mystique. It will be on-counter in Middle Eastern travel retail doors from March, before rolling out to selected travel retail locations across the UK and Europe from June.

Described as “full-bodied, intricate and darkly ornate”, the oriental amber juice was created for the fragrance connoisseur who uses scent to convey status, personal signature and good taste, according to the brand. “We returned to the elements which were the foundation of Wood Mystique’s success, including a consistent focus on the finest, most precious perfumery materials, especially those indigenous to the region,” explained Karyn Khoury, The Estée Lauder Companies Senior Vice President, Corporate Fragrance Development Worldwide.

Amber Mystique is Estée Lauder’s second unisex fragrance created especially for the Middle Eastern consumer

“We combined our understanding of the important, multi-faceted role of fragrance in the Middle East, especially its role as a symbol of wealth and luxury, and our continued fascination with the richness of Middle Eastern culture. This combination of inspiration led us to express our fragrance creativity in a new, compelling yet very regionally-inspired scent.”

The Amber Mystique juice features notes of amber, Taif Rose NP®, Oud Wood, blackcurrant, raspberry, pink pepper, ylang-ylang, Bulgarian Rose, jasmine, incense, patchouli, sandalwood, labdanum, leather and musk.

The fragrance is presented in a reworked version of the original Wood Mystique flacon, in amber tones to complement the name, with the EL cartouche embossed on the front.

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