By and  on May 3, 2013

The Estée Lauder brand aims to reclaim its fragrance heritage this fall with the introduction of Modern Muse, its most comprehensive women’s scent statement since the 2003 launch of Beyond Paradise.

The company that empowered women to buy their own fragrance in 1953 with the launch of Youth Dew now plans to build upon that legacy. Due out in September, Modern Muse is positioned to cast women as stars in their own lives, noted Jane Hertzmark Hudis, global president of the Estée Lauder brand at the Estée Lauder Cos. Inc.

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