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The cosmetics, make-up and perfume house is relaunching its luxury fragrances with its 8 new perfumes.
Named simply “Estée Lauder Luxury Fragrance Collection,” the brand is entering the world of luxury fragrances with a new collection, ranging from $95 to $190 for 40 and 100 milliliters of elixir respectively.
Stéphane de La Faverie, president of the Estée Lauder Group, says: “We are witnessing what I would call an inversion of the pyramid, with a rapid acceleration of luxury and niche fragrances. While prestige is still the largest category, the one with the most growth is certainly luxury.”
“This has been part of the brand’s DNA for many, many years, and I see this luxury collection as a natural evolution for us,” he added. “With the collection fragrances, they allow us to target different consumers in different parts of the world.”
The brand is also introducing a proprietary technology known as ScentCapture Fragrance Extenders, which allows the fragrance to last for 12 hours on the skin. The group is looking to create a connection with the consumer through the five senses, as well as the emotional effects elicited by the fragrance. Emotion will be at the heart of their tactics, especially in-store where the brand plans to use artificial intelligence to help choose the right fragrance.
Of note, the Estée Lauder Group has turned to sustainable packaging with a partnership with Roctool, the leader in molding technology with heating and cooling. The goal is to help develop sustainable prestige packaging with a process that tends toward a simpler and more responsible approach. It avoids rejects and reduces waste by 10 to 15% during the manufacturing phase, while guaranteeing a superior quality of the material.
Read also > FERRARI, HUGO BOSS, ESTÉE LAUDER : CONVINCING RESULTS
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The cosmetics, make-up and perfume house is relaunching its luxury fragrances with its 8 new perfumes.
Named simply “Estée Lauder Luxury Fragrance Collection,” the brand is entering the world of luxury fragrances with a new collection, ranging from $95 to $190 for 40 and 100 milliliters of elixir respectively.
Stéphane de La Faverie, president of the Estée Lauder Group, says: “We are witnessing what I would call an inversion of the pyramid, with a rapid acceleration of luxury and niche fragrances. While prestige is still the largest category, the one with the most growth is certainly luxury.”
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The cosmetics, make-up and perfume house is relaunching its luxury fragrances with its 8 new perfumes.
Named simply “Estée Lauder Luxury Fragrance Collection,” the brand is entering the world of luxury fragrances with a new collection, ranging from $95 to $190 for 40 and 100 milliliters of elixir respectively.
Stéphane de La Faverie, president of the Estée Lauder Group, says: “We are witnessing what I would call an inversion of the pyramid, with a rapid acceleration of luxury and niche fragrances. While prestige is still the largest category, the one with the most growth is certainly luxury.”
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