Arizona - Estee Lauder’s Modern Muse

Estee Lauder reveals Arizona Muse as the new face of autumn fragrance campaign

Global powerhouse and one of ELLE’s favourite beauty brands Estee Lauder is set to launch their most exciting fragrance launch in over 10 years. As founding leaders in the empowerment of women through fragrance, encouraging women to buy their own scents in 1953 with the launch of Youth Dew, they now plan to build on this legacy.

The crux of the fragrance is all about empowerment and the duality of woman – embodying both sides of our personalities, our soft and feminine attributes and our strength and power; a prominent trend also seen on the autumn winter 13 catwalk that’s set to be everywhere come autumn when the fragrance launches.

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Global President of Estee Lauder, Jane Hertzmark Hudis told WWD ‘modern muse captures what it means today to be independent and confident in one’s own sense of self and style,’ personified by the face of the campaign, Arizona Muse; a powerful woman who juggles her home and working life between her young son and gracing global fashion campaigns.

The scents found in the fragrance also symbolise strength –in the notes of ‘cool woods’ – and softness – from the floral notes of jasmine and lily. Aside from the scent the bottle itself also evokes this dual sense; the pale pink juice representing femininity and the structured black and gold bottle with an arrow for power and strength. Yes, arrows are a known for being visual signifier for ‘strength’, but this one has even more meaning. When pictured next to the eight arrows of Arizona’s dress they represent the nine original muses who inspired art and beauty in ancient Greek mythology. Now that’s a fragrance with an inspiring story...

Modern Muse will be available nationwide in September.

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