Estee Lauder have unveiled their upcoming fragrance Sensuous to the press last week. The brand explained their featuring of four different spokesmodels for the perfume as an attempt to reach a broader audience which could identify with more images of women.
Interestingly, they did not feel the need to take the route of affirmative action to do that, which some new women's TV shows in the vein of Sex and the City have partially tried to do this year. This choice comes in the context of other perfume companies which have opted for a single representative spokesmodel issued from a minority group in the US......
One can ask if bypassing the notion of ethnic diversity when trying to embody feminine diversity is passé or relaxed?
The white shirt is meant to come across as a broadly identifiable symbol as well. The four models are Gwyneth Paltrow, Elizabeth Hurley, Hilary Rhoda, and Carolyn Murphy. The slogan is "Every woman wears it her way."
According to The Moodie Report,
"Each model represents a different side of sensuality," [...]. "Hilary conveys youth, while Carolyn's classic look communicates elegance. As an actress, Gwyneth brings an emotional range to sensuality and Elizabeth portrays confidence and wisdom.
"All four models will be featured at our counters and in our [print] advertising. In some cases, the models may be split up to match the demographics of a particular magazine."