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
Do you know who designed the dress?
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