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.
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