In the beauty world, there are some very strict rules. For example, almost everyone knows that the fragrance should consist of top, heart and base notes… But this fall, Estée Lauder is going to shatter the rules and stereotypes.
Estée Lauder will release a modern and bright edition – Modern Muse. This is the first new fragrance created by the brand in the last 10 years.
Modern Muse emphasizes the dual nature of women. The fragrance is built on the top and heart notes: soft and feminine chords of jasmine are balanced by strong and independent woody notes.
The choice of the advertising face of the fragrance was interesting. This is model Arizona Muse. The creators of the fragrance swear that the coincidence of the girl’s name and the name of the fragrance is accidental. But they think in Estée Lauder that there’s something crucial in it. This is the first advertising campaign for Arizona, although the contract with the model was signed more than a year ago.
While the fragrance is called a modern and dynamic one, the design of the bottle reminds about the traditions and history of the brand. It is reminiscent of the legendary first fragrance Lauder Youth Dew, produced in 1953.
The new Modern Muse fragrance by Estée Lauder will be sold in September 2013, but the advertising campaign starts in August.