NEW YORK — Ralph Lauren has found a whole new take on one of his oldest classics for the launch in September of Ralph Lauren Blue, a cool, fresh floral women’s scent.

The executives in the Ralph Lauren Fragrances Division at L’Oréal USA are quite mindful of the success of last fall’s Polo Blue, as well as the staying power of the original Lauren, a 25-year-old scent that still has a distribution in about 1,400 doors. "We really want to go after the audience that Lauren was, and is to a degree, but really who we think the daughter of Lauren is today," said Andrea Robinson, president of Ralph Lauren Fragrances Worldwide.

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