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Fashion

Estee Lauder Introduces Modern Muse Chic Fragrance

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                                              A refreshing new scent that will allure your senses …

An Inspiring Style Icon

A Modern Muse is strong, confident and an inspiration to others. And like all modern women, she is multi-dimensional. It is this intrinsic ability to express different facets of her personality which truly captures the essence of modern femininity.

Estée Lauder introduces Modern Muse Chic, a new fragrance inspired by the bold, daring, more creative side of a Modern Muse. Created to reflect the true style icon – it’s all about style on her own terms. Whether it’s a vintage clutch that perfectly accents her cocktail dress or strappy stilettos paired with a leather skirt, she’s a statement in style. This bold new facet of her personality is often conveyed through her fashion and accessories. Her philosophy – never ordinary, always feminine, bold when she wants to be. She’s a daring new Modern Muse.

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Fragrance Concept:

The fragrance captures the spirit of Modern Muse Chic with a Vivid Woody Floral scent. A unique contrast of sophisticated florals and succulent fruitiness juxtaposed against deep sultry woods captures the duality of her charismatic personality. This innovative “dual-impression” concept allows women to connect with the fragrance through two contrasting aspects:

Vivid Florals Accord: This facet of the fragrance exudes her bold femininity. Jasmine Sambac is the centerpiece – it blends with vibrant florals of Tuberose Fir Abs and Stargazer Lilies, accented with succulent Juicy Plum and Davana, for an impression of vivid floralcy with attitude.
Ebony Woods Accord: Her creativity and stylish individuality are expressed through a captivating combination of Cashmere Woods, Agarwood and  Labdanum. An intense Patchouli Blend is at the core of the Ebony Woods Accord, creating a deep magnetism. The woods are enhanced with Suede Musks and Madagascar Vanilla SFE for an addictive and irresistible sensuality.

Modern Muse Chic is a bold, new expression of what it means to be a Modern Muse,” says Karyn Khoury, Senior Vice President, Corporate Fragrance Development Worldwide, The Estée Lauder Companies. “We achieved a compelling creative tension through our innovative “dual-impression” fragrance structure. Some women will be attracted to the Vivid Floralcy, while others will be drawn to the dark sensuality of the Ebony Woods.”

 

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Bold Packaging:

Duality is also part of the Modern Muse Chic package design. In shape: a strong, tall luxurious glass bottle with soft rounded sides. In Style: A navy bow with gold-toned studs adorns the spray-through cap and is inspired by the iconic bow on Estée Lauder’s first fragrance, Youth Dew. In attitude: a bold visual representation of modern femininity. Together, these contrasts create an intense visual statement that is an important part of the Modern Muse Chic experience.

The Navy outer carton features a sketch of the Modern Muse Chic bottle that reflects the creative spirit within every modern woman.

Advertising:
A new Modern Muse print campaign, photographed by Craig McDean will support both Modern Muse and Modern Muse Chic. The advertising features a show stopping image of Estée Lauder Spokesmodel, Arizona Muse on the streets of New York City. A true style icon, Arizona is a statement of creativity.
Suggested Retail Price: $148/ AED 543 for the 3.4oz / 100ml EDP, $116/ AED 425 for the 1.7oz / 50ml
Availability: Modern Muse Chic will be available at Estée Lauder counters across the Middle East beginning January 2015.

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