Aerin Lauder started thinking about fragrance early as a child under the tutelage of her grand-mother Estée Lauder pitching perfume names for her consideration. She was also the force behind the Estée Lauder Private Collection series which started out in 2007 with Tuberose-Gardenia, a designer's foray into select niche fragrance culture. Now she is about to bring renewed creativity to her own lifestyle brand established in 2011 with five debut personal perfumes called Gardenia Rattan, Amber Musk, Lilac Path, Ikat Jasmine and Evening Rose...
The wardrobe idea was essential to Aerin Lauder's approach to fragrance-making this time, together with Karyn Khoury and Firmenich. She wanted to offer versatility across the seasons and a person's moods.
To her, memories and fragrance are intimately linked. The figure of Estée Lauder remains also very influential to her. “When I think about certain people and moments in my life, fragrance is always involved — whether it’s going for a bike ride and smelling honeysuckle for the first time or gardenias in my hair when I got married. They all evoke memories and stories and moods.”
The collection showcases A. Lauder's home and living tastes. Each cap is decorated with a semi-precious pebble stone and outer boxes are evocative of interior design.
Gardenia Rattan includes sparkling wet marine notes, gardenia, tuberose, Tahitian tiare and amber. Its carton is reminiscent of a summer garden and features the Aerin for Lee Jofa design “Sayre,” a modern floral.
Amber Musk is inspired by winter with notes of ambrox, coconut water, rose centifolia absolute, benzoin and musk. The carton features the Aerin for Lee Jofa design, “Kenlyn,” an interpretation of the floral prints cherished by Estée Lauder for her own home.
Lilac Path refers to the lilac bush at her late grand-mother Estée Lauder’s summer cottage. In it there are notes of lilac, galbanum, creamy jasmine lactones, angelica seed oil and orange flower. The carton features the Aerin for Lee Jofa design, “Marila,” a synthesis of two unique designs to create a signature batik print.
Ikat Jasmine is intended to personify a modern woman — effortless style and intriguing femininity, said Lauder. Notes are jasmine sambac, jasmine Egypt infusion, tuberose fleur, honeysuckle, tuberose infusion and sandalwood. Its outer packaging is reminiscent of the blue and white floral wallpaper in Aerin Lauder’s childhood bedroom.
Evening Rose is a day-to-night fragrance. Notes are Juicy blackberry, rich cognac, voluptuous rose centifolia, Bulgarian rose absolute and incense. "The outer box is of the Aerin for Lee Jofa “Hither” pattern, which was adapted from an English Jacobean hand-blocked linen from the Lee Jofa archive, dating back to the early 20th century."
The collection debuts in November 2013. Price is set at $110 for 50 ml. Distribution will be limited to 100 specialty stores such as Neiman Marcus, Bergdorf Goodman and Saks Fifth Avenue. The advertizing campaign featuring A. Lauder herself should be in full swing by the Holidays.
Via WWD
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