By  on May 6, 2011

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.”

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