By  on November 4, 2005

NEW YORK — Estée Lauder is set to unveil its first TV advertising featuring actress Gwyneth Paltrow later this month.

The spot for the Pleasures fragrance, shot by Lance Accord in September, features Paltrow in a field in East Hampton, N.Y., in the late afternoon. Paltrow is seen in several languorous poses — lying in a field surrounded by tall grass and white Lab puppies, walking through a field of pink wildflowers with butterflies fluttering about while a serene, vaguely classical tune plays in the background and Paltrow's voice is overlaid.

Accord's recent work includes the films "Lost in Translation" and the upcoming "Marie Antoinette."

"Gwyneth is a serious film actress — we felt it was important to have an artistic film director basically creating the imagery around the Pleasures campaign," said John Demsey, global president of the Estée Lauder and MAC Cosmetics brands. "The end result is a beautiful artistic spot that, while it is also commercial, can stand alone as a piece of art."

Aerin Lauder, senior vice president, global creative directions for Estée Lauder, added, "Gwyneth's ability to act and her amazing voice make this commercial a great representation of the brand. It seemed natural, too, to do a TV campaign with an actress — she is playing a role in this commercial."

In keeping with the campaign's sentiment — being grateful for simple, private moments — the commercial will break during the broadcast of the Macy's Thanksgiving Day Parade, which is estimated to have an audience of more than 33 million consumers. Two major flights are planned: a seven- to 10-day one beginning Thanksgiving Day, and a second in the period immediately before Christmas. The brand will come back with flights at Valentine's Day and at Mother's Day, Demsey added.

While both Demsey and Lauder declined to comment on planned spending, industry sources estimated that the brand would spend at least $9 million on TV advertising in the fourth quarter alone. As well, by yearend, Lauder will have disseminated more than 35 million scented impressions for the core Pleasures brand, as well as an additional 25 million scented impressions for Pleasures Exotic, an existing flanker to the brand.Globally, the commercial will bow in December.

Demsey added that the goal is to move the 10-year-old Pleasures masterbrand, already ranking in the top five in the U.S., up at least two notches in the rankings. Print advertising, shot by Mario Testino, bowed in November fashion, beauty and lifestyle magazines. Shot in Southern California, the ad shows Paltrow sitting in an outdoor garden clutching a bouquet of pink peonies.

Demsey noted that the brand will use Paltrow in "other iterations" by late spring 2006, although he declined to give details. It is believed that one of those might involve an addition to Lauder's existing White Linen scent family.

Paltrow signed on last May as one of the faces of the Lauder brand. The brand's other spokeswomen include Elizabeth Hurley, Liya Kebede and Carolyn Murphy.

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