On The Campaign Trail: Estée Lauder Sensuous Perfume

Sensuous, launched in June 2008 exclusively at Bloomingdale's first and later at Estée Lauder counters in July, continues this tradition of attention to femininity. Lauder perfume advertisings consistently show off the women featured in them like idols on an invisible pedestal (the perfume is that invisible pedestal) and seldom even seen as part of a couple so as to stress their ideal courtly-love character. But Sensuous offers a more casual, modern feel. With Sensuous, we get another attempt at further accessibility, similar toTuberose Gardenia Private Collection. It is not a reflection of the couture dress but rather about the simple white shirt, an attribute taken from men and adapted to the feminine form as shown in the new ads. In order to embody the every woman, not one but four models were chosen to represent Sensuous: Gwyneth Paltrow, Elizabeth Hurley, Carolyn Murphy, and Hilary Rhoda. They perhaps represent not so well the ethnic diversity that exists today in America and are all uniformly elegant and sleek, but it is an attempt at conveying a message of pluralism nevertheless.

Aerin Lauder said, “Each model represents a different side of sensuality,... Hilary conveys youth, while Carolyn’s classic look communicates elegance. As an actress, Gwyneth brings an emotional range to sensuality and Elizabeth portrays confidence and wisdom."


**Images courtesy of Estee Lauder and Sensuous Perfume