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WWD Week in Review: 05/04/2013

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The Modern Muse ad.

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Estée Lauder to Launch First Major Scent in a Decade


The Estée Lauder brand aims to reclaim its fragrance heritage this fall with the introduction of Modern Muse, its first major women’s scent statement since the 2003 launch of Beyond Paradise.

The company that empowered women to buy their own fragrance in 1953 with the launch of Youth Dew now plans to build upon that legacy. Due out in September, Modern Muse is positioned to cast women as stars in their own lives, noted Jane Hertzmark Hudis, global president of the Estée Lauder brand at the Estée Lauder Cos. Inc.

“This is the most important fragrance moment we’ve had in a decade,” said Hudis, who noted that the muse concept played well with Lauder’s rich heritage in fragrance. “Modern Muse captures what it means today to be independent and confident in one’s own sense of self and style.” She added that by using the term Modern Muse “we mean the idea of confidence that inspires.”


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