NEW YORK — In August, when Estée Lauder launches its new women’s fragrance, Beyond Paradise, with its hyper-fantasy positioning, executives hope it’ll be a trip — both for consumers and the company.
From the exotic floral formula, to the crystal glass packaging refracting a rainbow of colors, to the groundbreaking advertising campaign embracing radio, VH-1MTV, E! and cinema spots, Beyond Paradise presents a startling number of departures for the 58-year-old Lauder brand, not the least of which involves distribution. For the first time, the division will ask retailers for dual locations — both on the Estée Lauder counter, as usual, and at the fragrance bar.
"You start one way as a baby, but why shouldn't you be able to choose your own path as opposed to culturally people telling you which way to go?" - Thom Browne at his men's spring 2018 show, where he celebrated gender fluidity. #pfw #wwdmens (📷: @delphineachard)
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)