Estee Lauder announced that they will introduce a new feminine fragrance in July of 2008 called Sensuous. The launch is part of a strategic move to renew the brand's perfume portfolio while being in touch with their own tradition of rich ambers inaugurated with Youth-Dew and apparent in Aliage, Azurée, Youth-Dew Amber Nude (recently discontinued).
The new perfume will thus steer clear of their dominant floral category and move into more opulent amber-y and woody territory as woods are becoming increasingly popular in North America and represent an important potential for growth in Europe.....
The fragrance was developed by perfumer Annie Buzantian of Firmenich with the collaboration of Karyn Khoury and Aerin Lauder. It is said to have been inspired by the vision of "a molten river of woods".
"Sensuous has top notes of ghost lily accord, magnolia and jasmine petals; a heart of molten woods and amber, and a drydown of sandalwood, black pepper, juicy mandarin pulp and honey."
National advertising will feature Estee Lauder's four spokesmodels: Gwyneth Paltrow, Elizabeth Hurley, Carolyn Murphy, and Hilary Rhoda, in the style of the advertising we have recently seen for the new Chloé represented by three models. The slogan is "Estée Lauder Sensuous. Every Woman Wears It Her Way."
"The Sensuous collection includes eaux de parfum in three sizes — 1 oz. for $39.50, 1.7 oz. for $49.50 and 3.4 oz. for $69.50 — as well as a 0.25-oz. parfum, $90; a 6.7-oz. body lotion, $37; a 6.7-oz. shower cream, $28.50; a 0.33-oz. touch-on fragrance, $39.50, and a 0.74-oz. brush-on perfumed pressed powder, $65."
Estimations are that about US $ 20 million will be spent on the advertising campaign.
(Via Women's Wear Daily)