Estee Lauder adds to life's 'pleasures'<\/p>\n
Due to technical problems, there were a number of misprints in
\nthe article Estee Lauder adds spice to life's little 'pleasures'
\nwhich appeared in the Sunday edition of July 21, 1996. We have
\ntherefore decided to rerun the story on this page. We apologize
\nfor any inconvenience caused. -- Editor<\/p>\n
By Parvathi Nayar Narayan<\/p>\n
JAKARTA (JP): From the creators of White Linen and Beautiful
\ncomes Estee Lauder's pleasures, the new offering that vies for
\none's olfactory attention in the fragrance market. It is
\ncertainly easy on the nose being an exceptionally light perfume,
\nwhich assures a broad based appeal over a large age group. In
\nfact, at Lauder, they hope to see it become the first fragrance
\nthat a girl buys. Appropriate, then, that Elizabeth Hurley's is
\nthe face launching the perfume, for she has made no secret of her
\ndependency on makeup since a very young age.<\/p>\n
\"My sister and I were given an electric blue eyeshadow to
\nshare when we were about nine years old. I've never looked back,\"
\nsays Hurley. \"People often complement me on how 'natural and
\nfresh' I look. Little do they know that I've craftily applied all
\nthe right products to make me look so 'natural',\" adds Hurley.<\/p>\n
Light, airy and flowery Estee Lauder pleasures would seem to
\nstrike the right note for a young girl just beginning to
\nexperiment with femininity and allure.<\/p>\n
Femininity -- now that's very important to the decision makers
\nat Estee Lauder Companies, despite the current fragrance climate
\nthat is supportive of unisex perfumes. Estee Lauder products are
\naimed at highlighting and enhancing a woman's femininity, unisex
\nis not their way. Thus Estee Lauder Companies keep as very
\ndistinct their products for men and new or experimental ventures,
\nsuch as a recently acquired majority share in Mac the exclusive
\nnew line of professional make-up (named after the make-up artist
\nwho is its creator).<\/p>\n
Estee Lauder pleasures was launched in Indonesia in June 1996
\nand is available from Estee Lauder counters. In terms of pricing,
\nthe eau de parfum (30 ml, 50 ml, 100 ml) is from Rp 93,000 to Rp
\n200,000. It was launched along with a matching body lotion (250
\nml, Rp 96,000).<\/p>\n
It seems one can't escape from \"high-tech\" these days, even in
\nthe sensual world of perfumes. In the creation of the pleasures
\nfragrance, the extraction of the subtle essence of Baie Rose, one
\nof its main ingredients, promised to be a tricky problem. Estee
\nLauder, however, came up with a revolutionary method of perfume
\nextraction. Called \"soft extraction\" using Co2, it results in a
\npurer, non-toxic extract.<\/p>\n
Actually, Baie Rose is the first new, natural ingredient in
\nperfume manufacturing in 25 years. It is a kind of berry from the
\nisland of Reunion. Other ingredients that go to make up the sheer
\nfloral feel of Estee Lauder pleasures include white lilies,
\nviolet leaves, black lilacs, karo karounde blossoms and Indian
\nsandalwood. The air of lightness is carried to the almost
\nminimalist design of the bottle, plain, elegantly shaped glass
\nwith an unadorned platinum colored cap.<\/p>\n
The size and scope of the media blitz introducing the new
\nperfume to the world has been quite staggering. For example, over
\n22 million scent strips were sent around the world, \"...enough to
\nreach all the way to the moon,\" adds Nim Ming Decloitre-Nguy,
\nEstee Lauder's brand manager. At the recent 24th Annual Fragrance
\nFoundation's International Awards, the perfume equivalent of the
\nOscars, Estee Lauder pleasures walked away with two prestigious
\nawards.<\/p>\n
\"It took us three years to perfect it, but everywhere it has
\nlaunched, it's been a winner,\" says Leonard A. Lauder, chairman
\nand CEO of the Estee Lauder Companies, Inc.<\/p>\n
Elizabeth Hurley is not just the model for their new perfume
\nbut the new face and spokeswoman for Estee Lauder Companies. No
\ndoubt she constantly seems to make the headlines whether as Hugh
\nGrant's girlfriend or wearer of that dress held together with
\nsafety pins. However, she was chosen because it was felt that she
\nepitomized the new 90s look, warm and friendly.<\/p>\n
Estee Lauder pleasures has received a warm reception from
\nwomen all over the world, but aims to do more. \"A really
\nsuccessful perfume captures 1 percent of the perfume market but
\nour target is to do even better and eventually capture 1.5
\npercent,\" says Decloitre-Nguy.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/estee-lauder-adds-to-lifes-pleasures-1447893297",
"image": ""
},
"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
}