Estée Lauder is feeling Beautiful again — as the brand puts the finishing touches on the venerable scent’s new flanker, Beautiful Love.
Beautiful Love, which is rolling out now, was concocted by Karyn Khoury, senior vice president of corporate fragrance development worldwide for the Estée Lauder Cos., in cooperation with International Flavors & Fragrances. IFF also worked with Lauder to create the original Beautiful, which bowed in 1985.
But make no mistake: This Love is no minor flanker project, said Thia Breen, president, Estée Lauder Americas and global business development.
“We are treating this fragrance as we would a new franchise,” said Breen, who added that Lauder did the same thing last year with its White Linen franchise, launching Pure White Linen and creating a new ad campaign featuring Gwyneth Paltrow. “Projects like Beautiful Love allow us and our retail partners to leverage the dollars we’ve spent over the years on Beautiful.”
Beautiful Love will be a permanent addition to the Beautiful franchise; it joins an earlier flanker, Beautiful Sheer, which also remains in the line.
Like its namesake, Beautiful Love is built around floral and green notes. Top notes are of pomelo zest, cantaloupe, mango mist, white freesia, magnolia and marigold; the scent’s heart is of Tahitian tiare, tuberose absolute, jasmine absolute, jasmin sambac, rose, osmanthus, carnation and black violet, and its drydown is of white orris, vetiver, cashmerean, heliotrope, tonka bean, whipped cream, sandalwood, white moss and patchouli.
Beautiful Love’s bottle is a reinterpreted version of the original, capped with pink gold.
Three sizes of eau de parfum will be offered: 1 oz. for $45, 2.5 oz. for $62 and 3.4 oz. for $78. A nine-stockkeeping-unit color cosmetics collection — three-sku collections of three different bridal looks — is also being released.
Beautiful Love will be sold in 2,100 department and specialty stores in the U.S.
National print ads will break in February fashion, beauty, bridal and lifestyle magazines, featuring model Anja Rubik and shot by Mario Testino. According to Aerin Lauder, senior vice president and creative director of Estée Lauder, the ads are meant to depict a bride sharing an emotional moment with her groom on their wedding day. Scented strips, blow-ins and deluxe samples are also on tap, with more than 50 million samples planned.
While none of the executives would discuss sales projections or advertising spending, industry sources estimated that Beautiful Love would do $15 million at retail in its first year on counter and that about $6 million would be spent on advertising and promotion.
One of the cornerstones of promotional efforts is a dedicated microsite that the Lauder brand has partnered with TheKnot.com, a bridal Web site, to create. The Web site shows four types of brides — princess, captivating, natural and shimmering — and suggests complementary beauty looks for each. “We feel that we created the bridal fragrance market, and this is a great way to leverage that positioning,” said Marjorie Lau, vice president of marketing, North America, for Estée Lauder. Lauder is also continuing with a Beautiful reimaging campaign that began running last fall.