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Lauder Intensifies Its Pleasures

NEW YORK -- Estee Lauder is planning to bring more pleasure to the fragrance bar later this summer with a sassy, seductive little sister to its powerhouse Pleasures scent. Pleasures Intense will roll out to Lauder's 2,200 door distribution of North...

NEW YORK — Estee Lauder is planning to bring more pleasure to the fragrance bar later this summer with a sassy, seductive little sister to its powerhouse Pleasures scent. Pleasures Intense will roll out to Lauder’s 2,200 door distribution of North American department and specialty stores in August. The original Pleasures was launched in 1995.

This story first appeared in the June 7, 2002 issue of WWD.  Subscribe Today.

In formulating the new juice, the team tweaked notes that appear in the original scent, said Noel Robinson, vice president of global fragrance marketing for Estee Lauder. “The new juice is more sensual and more intense, but still part of the family,” she said.

Pleasures Intense — like its sister scent — is by Firmenich. While Pleasures is a sheer floral, Pleasures Intense is a more seductive, lush floral, explained Karyn Khoury, senior vice president of corporate fragrance development for the Estee Lauder Cos. Intense’s top notes are of le charme peony, green lily, cassis, ylang ylang and Madagascar jasmine; its middle notes are of Moroccan rose, tiare flower, pink tiger lily and night blooming jasmine, and the drydown is of maplewood, benzoin crystals and vanilla.”