Dubbed the Estée Lauder Luxury Fragrance Collection, it’s the first time the brand has ventured above prestige pricing into fragrance’s luxury stratosphere.
, group president at the Estée Lauder Cos., cited the “acceleration of luxury, fine fragrances as a whole” as an impetus for the launch.
Although de La Faverie would not comment on sales, industry sources estimate the collection’s first-year global sales to reach $80 million at retail.brands from Tom Ford to Chanel have betted on fragrance collections in the past, and de La Faverie is confident that the technology — and olfactive preferences — behind the collection will poise it for success.
Furthermore, the brand has conducted third-party neurosensory studies in the U.S. on the emotional effects of each fragrance. According to a statement from the brand, fragrances can evoke feelings of “positivity and joy” or “calm and happiness.” Speaking of emotion, de La Faverie said the strategic implications of the launch included connecting with consumers outside of ingredient-driven and tactile categories like skin care and makeup.
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