Estee Lauder Launches First Major Scent in A Decade
The Estée Lauder brand aims to reclaim its fragrance heritage this fall with the introduction of Modern Muse, its first major women’s scent since the 2003 launch of Beyond Paradise.
The company that empowered women to buy their own fragrance in 1953 with the launch of Youth Dew now plans to build upon that legacy. Due out in September, Modern Muse is positioned to cast women as stars in their own lives. The launch provides an opportunity to increase the brand’s fragrance business. Estee Lauder has strong makeup and skin-care businesses, and certainly a commitment to fragrance classics like Youth Dew, Beautiful and White Linen. This new piece will add newness, but it is believed that this concept will hold on for a long time to come.
Karyn Khoury, senior vice president of corporate fragrance development worldwide for the Estée Lauder Cos., noted that the scent is “modern, and has the subtlety of contrasting forces. Modern Muse was designed to give a dual impression. Khoury worked with Firmenich’s Harry Fremont to create the fragrance, which is built around two key accords: sparkling jasmine and sleek woods. The first accord combines exotic mandarin, tuberose, fresh lily, honeysuckle nectar, dewy petals, jasmine sambac and jasmine sambac China absolute. “Using two different forms of jasmine gives us a textured, layered effect, which adds depth to the juice,” said Khoury. “It’s a dual-impression creative approach.” Khoury did the same thing with the sleek woods accord, which includes two different forms of patchouli, along with Madagascar vanilla, amber wood and soft musk. The sparkling jasmine accord is intended to impart a feminine side, while the sleek woods accord represents strength, Khoury added.
Eaux de parfum in three sizes — 1 oz., 1.7 oz. and 3.4 oz, retailing for $58, $78 and $98, respectively — will be offered, as will a 1-oz. parfum, a 6.7-oz. body lotion and a 6.7-oz. shower gel, retailing for $285, $50 and $50, respectively. While the majority of the collection makes its debut in September, the body lotion and shower gel will hit counters in late October and the parfum will be sold starting in February.
The fragrance bottle features a soft pink-tinted juice and a spray-through cap with a built-in, structured navy bow. The outer packaging follows these color cues and features an artistic sketch of the bottle inside. The pink was chosen to represent the soft, feminine side of today’s woman, while navy blue signifies the trademark color of the Estée Lauder brand. In addition to traditional sampling, the brand plans to install dramming units at countertop.
The global rollout will be in phases. In the U.S., the scent will make its debut in about 2,200 department and specialty stores in September. The U.K., Switzerland, South Africa, Australia, New Zealand and Latin America will get Modern Muse this fall, while Europe and the remainder of the world will get the fragrance beginning in January.
Chloe Green Launches Accessories At Topshop
Topshop tycoon Sir Philip Green’s daughter, Chloe, took cues from her father’s business approach of heavily researching markets in prepping for the U.S. debut of CJG, her collection of shoes, jewelry and scarves that will launch at the high-street chain’s New York and Los Angeles outposts on May 30.
“I’ve been in America for a while sussing out the customer,” Green said Tuesday afternoon at the Topshop in L.A.’s The Grove, as she unveiled pumps punctured by spikes, chain-link gladiator sandals and high-top sneakers, among 13 footwear styles for Spring. Chloe traveled between Los Angeles, Miami and New York, “good market research for me is going to the clubs and seeing what the girls wear out,” she said. Based on her observations, the platform wedges and high heels could fly off the shelves in L.A., where more driving than walking is done. “Girls like to wear height during the day,” she said, noting that her tallest shoe will lift the wearer more than five inches off the ground.Sir Philip Green also mentioned that Topshop will be adding men’s shoes to the merchandise selection.
Narciso Rodriguez Adds E-Commerce Site
Narciso Rodriguez is in expansion mode, this week unveiling a revamped Web site that will have e-commerce capabilities for the first time. The company embarked on three major initiatives last year: the introduction of both footwear and handbags, and the decision to recreate the brand’s digital flagship in partnership with Wednesday and Acadaca. The latter is part of the company’s long-term plan of servicing the consumer directly, according to Narciso Rodriguez chief executive officer Robert Wichser.
The brand doesn’t have a retail presence yet, but Wichser acknowledged that operating freestanding doors is critical to further establishing the brand. “It’s at the top of our list,” he said, revealing that fall 2014 is the target date for the first retail opening. Rodriguez sees a growth opportunity in particular for accessories online, and is eager to see how and which parts of the collection will grow and evolve with a dedicated e-commerce channel. “There’s been a great momentum in ready-to-wear and fragrance and with our new launches of shoes and bags, we really wanted the redesign to showcase everything that we do and get the brand message across exactly as we want to,” Rodriguez said.
– Selicia A. Walker
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Tags: Chloe Green launches accessories, Estee Lauder debuts first major fragrance in a decade, Estee Lauder launches Modern Muse, Narciso Rodriguez e-commerce, Sir Philip Green approves men's shoes for Topshop