Arizona Muse becomes Estee Lauder's 'Modern Muse'

Estée Lauder is on the verge of launching its "most important fragrance in a decade," Jane Hertzmark Hudis, global president of the brand told WWD in an interview.

The first major women's fragrance, since 2003's Beyond Paradise, new perfume Modern Muse is about "reasserting ourselves as a fragrance powerhouse," explained Charisse Ford, senior vice president of global marketing for Estée Lauder.

The soft pink juice itself is "modern, and has the subtlety of contrasting forces…a modern muse is a study in contrasts. It's about dynamic tension in a woman's life," described Karyn Khoury senior vice president of corporate fragrance development worldwide for the Estée Lauder Cos. Built around cool woods, for 'strength', mandarin, big white flowers including tuberose, lily and two types of jasmine, for 'femininity' and a "textured, layered effect, which adds depth to the juice," said Khoury. "It's a dual-impression creative approach."

But it's the story behind the brand that they're shouting loudest about.

Building upon the legacy of its 1953 fragrance Youth Dew, which, say Estée Lauder, empowered women to buy their own fragrance for the first time, Modern Muse has been created to make us feel like "stars in our own lives. Modern Muse captures what it means today to be independent and confident in one's own sense of self and style. We mean the idea of confidence that inspires," says Hudis.

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The campaign stars power model Arizona Muse, who poses in a dress of eight bows - add to that the navy blue bow on the bottle and the concept is to represent the nine original muses who inspired art and beauty in Greek mythology. The images are shot by photographer Craig McDean and filmed by Stuart Dryburgh at the Guggenheim Museum.

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The new Modern Muse campaign staring Arizona Muse.

Rumour has it we'll smell a lot of girl power in the first year of launching as global targets for sales of Modern Muse are projected at $95 million. No surprise as that's after a hefty $50 million in advertising and promotional support is likely to be spent.

The collection, including the fragrance, a body lotion and shower gel, is set to arrive in the UK this autumn.

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