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Karyn Khoury: “Estée Lauder Wood Mystique was inspired by the very specific, rich and identifiable olfactive palate of Middle Eastern consumers.” |
Estée Lauder has unveiled its first unisex fragrance that specifically targets the Middle Eastern consumer. Wood Mystique, available now in the region’s travel retail doors, was created to satisfy Middle Eastern consumers’ desire for “lavish, elegant fragrances which offer perfumed luxury and a lingering scented trail”, according to the brand.
The oriental wood juice opens on notes of rose, peony petals and pink pepper. The heart features the costly rose de mai absolute, sourced from Grasse; Egyptian jasmine absolute; mimosa absolute; orris; and ylang. Other key ingredients include patchouli, leather, raspberry, Indonesian benzoin and cedarwood SFE (described as a new rich, smooth cedar extraction used here for the first time in perfumery). Rare agar wood – distilled from the heartwood of the Aquillaria tree, and prized for its ceremonial and aromatic role – completes the formula.
“Part of our fragrance strategy is to address local cultural tastes and preferences which provide the opportunity for a very unique connection with our consumers,” explained The Estée Lauder Companies Senior Vice President, Corporate Fragrance Development Worldwide, Karyn Khoury.
“Estée Lauder Wood Mystique was inspired by the very specific, rich and identifiable olfactive palate of Middle Eastern consumers and their desire for a highly luxurious fragrance with strong diffusion and presence. Sparing no expense, this fragrance uses the most rare, expensive and noble ingredients – the iconic pillars of classic perfumery.”
The fragrance is presented in a rich black and gold coloured flacon, with the EL cartouche silk-screened in black on the front. The weighted translucent grey cap is topped with gold bevelled plaque.
