UK. Estée Lauder will introduce a new collection of limited edition, seasonal summer fragrances to travel retail worldwide from April. Following on from the success of Liquid Summer in 2002 and Summer Frost in 2003, Summer In Bloom Refreshing Fragrance Sprays will feature three of the company’s most popular scents – Pleasures, Beautiful and Intuition – in what is described as a “light, skin-freshening formula”.
Each fragrance juice is presented in its regular line-image flacon, which is frosted with colour for extra impact. In turn, each Refreshing Fragrance Spray is presented in a reusable vase with a blossom flower closure that doubles as a hair tie.
The Summer In Bloom collection comprises a 100ml Pleasures, a 75ml Beautiful and a 100ml Intuition reference. The launch will be supported by extensive point of sale activity including impactful, dedicated merchandising.
In other news, the Estée Lauder Cos has extended its Stila brand’s Bouquet du Jour collection with a shower gel and body mousse (pictured). These are available in the line’s two best-selling scents: Crème Bouquet and Jade Blossom.
The pink-tinted shower gel is presented in a pink bottle with a feminine, floral label. The body mousse is packaged in a pin glass “flower pot” jar, complete with mini “shovel” applicator.
