Wednesday, 19 June 2013

Media Release | Modern Musex A New Fragrance By Estēe Lauder - Be An Inspiration

























A Modern Muse is strong and confident, enhanced by her own intrinsic femininity and individual style. She is the heroine of her own life, always following her own instinct. She is an independent spirit who possesses a natural magnetism that draws people in, inspires them with her smile, and speaks to them without saying a word. She is memorable, a force of creative energy, a true inspiration to others

Estée Lauder unveils Modern Muse, a new fragrance that is inspired by the intriguing duality of today’s woman and complements every aspect of her dynamic life. This fragrance captures the essence of a Modern Muse with a Lush Floral Woody scent, a true statement in modern luxury that conveys confidence, style and creativity with a modern, youthful attitude.

A New Concept in Fragrance
Composed of subtle contrasts and bold contradictions, Modern Muse reveals layers of strength and softness in an appealing creative tension. Its innovative “dual-impression” structure invites women to connect with the fragrance through two contrasting aspects:

Sparkling Jasmine Accord: This facet of the fragrance captures the creative energy and magnetic femininity of a modern woman. Exotic Mandarin and tempting Honeysuckle Nectar send a spark of energy through a youthful sensation of Dewy Petals. Two extractions of Jasmine Sambac, including one new to the perfumery palette, Jasmine Sambac China Absolute, bring luminous texture to the feminine bouquet of rich Tuberose Fleur and Fresh Lily.
Sleek Woods Accord: Her sleek style, strength and sensuality are expressed through this innovative blend of two Patchouli essences wrapped in the creaminess of Madagascar Vanilla, rich Amber Wood and soft Musk – all of which craft an undeniably sensual finish.

“We built Modern Muse by carefully selecting every ingredient to reflect the personality, style and distinctive femininity of today’s woman,” said Karyn Khoury, Senior Vice President, Corporate Fragrance Development Worldwide, The Estée Lauder Companies. “The “dual-impression” creative approach offers each woman the opportunity to connect with the fragrance in her own way. Some will focus on the sparkling floral elements of the fragrance, while others will view the warm, rich woodiness as the defining facet.”

Sleek, Modern Package
Duality is also part of the Modern Muse package design. In color: blush pink and deep navy blue. In shape: a strong, tall luxurious glass bottle with soft rounded sides. In attitude: modern drama with classic accents re-interpreted. Together, these contrasts create a compelling visual surprise that is an important part of the Modern Muse experience.
Blush pink and accents of deep navy blue, signature color codes for Modern Muse, are threaded through all elements of the package design, from the bottle to the outer carton. 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.

A key element of the bottle design - the bow - was inspired by the iconic bow on Estée Lauder’s first fragrance, Youth Dew, which launched in 1953. For Modern Muse, the bow has been re-imagined in dark navy patent as the ultimate symbol of style and sophistication. The bow adorns the spray-through cap, putting a defining touch on a bottle that is never without its bow and always perfectly dressed. To further convey the soft and strong duality of today’s woman, the modern yet feminine bow is set against the harmonious and architectural shape of the bottle’s sleek and contemporary design.
The outer carton features a graceful sketch of the Modern Muse bottle, bringing charm to the package design in a very modern and artistic way.


Inspiring Advertising Campaign
The launch of Modern Muse will be supported by a print, TV and digital advertising campaign shot in New York City's Solomon R. Guggenheim Museum, designed by Frank Lloyd Wright. The Modern Muse campaign marks the debut of Spokesmodel Arizona Muse for Estée Lauder, and was created in collaboration with Lloyd & Co.

The TV commercial, directed by Craig McDean, and shot by Academy Award® nominated Cinematographer Stuart Dryburgh, opens with Arizona confidently walking through a New York City neighborhood on her way to the opening of an exhibition at the Guggenheim museum. Embodying all that a Modern Muse stands for, Arizona then enters the museum with an energy and magnetism that draws everyone's attention. Her confidence and warm smile inspire everyone.

The print campaign, photographed by Craig McDean, shows Arizona at the top of the museum's striking conical exhibition space, where she stands confidently, bathed in a radiant pink glow that also washes over the Modern Muse bottle.

In the campaign, Arizona wears a navy blue dress that is both modern and feminine in design and features eight bows. Together with a bow on the bottle, nine bows reflect the original number of muses that inspired art and beauty in ancient Greek mythology.

“As a destination of art, creativity, beauty, light and inspiration, the Guggenheim was the perfect setting to visually express the concept of Modern Muse -- the woman and the fragrance,” said Richard Ferretti, Senior Vice President, Global Creative Director, Estée Lauder. "We were able to capture the Modern Muse's independent spirit and aura of confidence in a truly inspirational way."

Suggested Retail Price: R635 30ml, R1295 100ml and R895 for the 50ml
Availability: Modern Muse will be available at Estée Lauder counters nationwide, www.esteelauder.co.za

From The Desk of: Lulu Ndevu | Estée Lauder South Africa | 011 516 3059