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06-05-2011
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Estée Lauder "Sensuous Nude" Fragrance : Isabeli Fontana by Craig McDean


Quote:
With its newest scent, Sensuous Nude, the Estée Lauder brand hopes to build its Sensuous fragrance franchise into a bigger brand.

“Sensuality needs full expression — no one scent encompasses the full expression of what is sensuous,” said Jane Hertzmark Hudis, global brand president for Estée Lauder, of the scent, which unlike flankers is a permanent addition to the line. “We always intended to use Sensuous as a platform to explore that concept. We are building this franchise for the long haul.”

While the original Sensuous is intended to express a luminous, feminine aspect of sensuality, Sensuous Nude is intended to evoke the personal, uninhibited mature of modern sensuality with notes that suggest bare skin, said Hudis.

Another inspiration was Estée Lauder’s 1953 ad for Youth Dew, an image which depicted a nude woman in profile about to step into her bath. “Estée was a genius marketer and very ahead of her time,” said Aerin Lauder, style and image director for Estée Lauder, who recently announced that she is following in her iconic grandmother’s footsteps with her own lifestyle line. She will remain closely involved with the brand which bears her grandmother’s name, as well as continue to serve on the board of the Estée Lauder Cos. Inc. “Doing that ad in 1953 was groundbreaking. We’re honoring our heritage with this launch.”

Due in August, the scent, concocted by Karyn Khoury, senior vice president of corporate fragrance development worldwide for the Estée Lauder Cos. Inc. in partnership with Firmenich, is unusual for a women’s scent in that it has a strong musk note at the heart, rather than in the drydown. Top notes include Sicilian bergamot, mandarin, Baie rose and black pepper; the heart is of jasmine petals, muguet, coconut water, honey and musk, and the drydown is of sandalwood, amber, heliotrope, vanilla and Melted Woods NaturePrint. The last note is a signature for the Sensuous franchise and appears in the original as well.

Three sizes of eau de parfum will be offered: 1 oz. for $52, 1.7 oz. for $65 and 3.4 oz. for $90. The bottle is the signature round Sensuous bottle in gradated shades of nude to berry pink intended to capture the fragrance’s “textured sensuality,” said Charisse Ford, senior vice president of global marketing for Estée Lauder. Exterior packaging is a deep rosy pink with a reflective surface and pearlized nude center panel. Ancilliaries include Sensuous Nude Body Veil, a rich body cream, 6.7 oz. for $46, and Sensuous Nude Touch On Fragrance, a lightweight silky serum version which will retail for $44 for 0.33 oz.

Advertising, shot by Craig McDean and created by Doug Lloyd of Lloyd & Co. in collaboration with Aerin Lauder, features Brazilian model Isabeli Fontana posing in a sheer wrap on a California beach at sunset. It will begin running in August fashion, beauty and lifestyle magazines.
wwd / may 6, 2011

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06-05-2011
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I love the sensual Image, but not her face.

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06-05-2011
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So Isabeli is a new ambassador of Estee Lauder??? I hope to see her more with this brand. It would be a highlight of her career.

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06-05-2011
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Isabeli. The image itself looks wonderful, rather in-keeping with the sensuous, nude theme.

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06-05-2011
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I am happy!!!!

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06-05-2011
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Lovely Image and yay for Isabeli, but WTF at that product name.

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06-05-2011
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omg un-expected

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06-05-2011
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^^agree. the name is quite ridicolous but Isabeli looks lovely

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06-05-2011
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It's a nice image, a good selling tool for this kind of product. Well planed and shot i say.

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06-05-2011
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im curious if Isabeli is now with EL? or was it just for this ad?
i love the campaign

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06-05-2011
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Usually when people sign with Estee Lauder they do become a spokesmodel for the brand and I'm hoping Isabeli did. She's a wonderful choice as a face (though totally side-eying that perfume's name).

I love the image and can't wait to see it in print .

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06-05-2011
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^ as much as i will love that im not sure because i think Isabeli and Hilary kind have the same look,but i dont know.of course i will prefer Isabeli over Hilary but Hilary has been with them for a long time

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06-05-2011
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I really hope she'd become main girl for Eatee Lauder, she has it all she deserves a decent beauty campaign.

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07-05-2011
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something about her face is off in this image..

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04-07-2011
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