Estee Lauder 2014 Annual Report Download - page 24

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22
Estée Lauder entered fiscal 2014 with a mission: to launch
a major new fragrance for the first time in over a decade.
The product, Modern Muse, perfectly captures the idea
of a confident, independent, modern woman, inspired
by the original “modern muse,” Mrs. Estée Lauder. The
launch exceeded expectations and received attention
for its innovative storytelling, most notably a series of
captivating video vignettes, “Modern Muse Moments,”
featuring model Arizona Muse.
The scent’s innovative, compelling blend of sparkling
feminine florals and sleek modern woods resonated across
markets, making it the number one new prestige fragrance
in the United States for fiscal year 2014, and earned top 10
spots in prestige fragrance in virtually every other market
where it launched. It was similarly lauded by the industry,
earning several distinguished awards, including the Fragrance
Foundation’s Fragrance of the Year in the Women’s Prestige
category, Women’s Wear Daily’s Prestige Fragrance of the
Year and Allure’s Best New Fragrance. With Modern Muse,
Estée Lauder has captured the style and spirit of modern
women with an appealing fragrance poised for significant
global growth and franchise expansion.
DARE TO INSPIRE:
EST{E LAUDER’S MODERN MUSE
Above: Still images from the Estée Lauder Modern Muse Moments film series.
Right: A lush, floral and woody scent, Estée Lauder Modern Muse is as sophisticated and enchanting as the woman who wears it.