Estée Lauder Private Collection Jasmine White Moss: The vision of two Lauder women, separated by a generation, merged into one intoxicatingly fresh new fragrance.

For decades, an unfinished formula for an extraordinary fragrance begun by Mrs. Estée Lauder remained locked in the archives at the famous fragrance house, International Flavors and Fragrances (IFF). Estée conceived Formula #546AQ, as it was known, as a new way to convey sparkling freshness balanced with sophisticated elegance and a distinctive signature. However, it was left unfinished in her lifetime and was gradually forgotten for many years.

Often inspired by her grandmother’s work, Aerin Lauder, Estée Lauder Senior Vice President and Creative Director, was looking back through the archives and rediscovered this lost fragrance. She fell in love with its unexpectedly lively, modern spirit and decided to complete the fragrance, using today’s advanced technology and the finest natural ingredients direct from France.

Working with the same passion and clarity of vision as her grandmother, Aerin experimented note by note, accord by accord, with several Jasmine essences and an exclusive White Moss accord developed for her alone. The result, after over a year and a half of work, was a complex, elegant chic fragrance that layers textures for a tone on tone effect.

Combining luminous freshness and youthfulness balanced by a sense of luxurious elegance, Private Collection Jasmine White Moss is a tribute to past and present and a first in the history of fragrance and for Estée Lauder.

THE FRAGRANCE: The shared creation of Aerin and Estée, Private Collection Jasmine White Moss is a passionate yet elegant blend of modern and classic ingredients. An intensely lush green floral chypre fragrance, Private Collection Jasmine White Moss is comprised of an opulent white bouquet surrounded by delicate moss, rich woods and 15 100 percent pure natural fragrance Absolutes, many of them provided by IFF’s raw material company, Laboratoires Monique Remy (LMR), located in the south of France.

The fresh sparkling top notes include Mandarin, and Absolutes of Black Currant Bud (crisp and fruity, a new quality captured for the very first time with a new extraction technique), Galbanum and Bergamot.

The elegantly complex middle notes include Jasmine Sambac Absolute selected by Aerin and subtly blended with the Ylang Ylang and Jasmin India Absolutes Estée herself had chosen, plus Violet, Orange Flower Absolute and Orris.

Warm modern base notes include Absolutes of Patchouli Heart, Vetiver and White Moss Mist (an Estée Lauder exclusive).

Private Collection Jasmine White Moss is the third fragrance introduced by Aerin, joining Private Collection Tuberose Gardenia and Private Collection Amber Ylang Ylang.

THE ADVERTISING: The advertising for the fragrance was photographed by Craig McDean and features Aerin smiling and looking relaxed and elegant in a vintage white jersey Halston dress with a beautiful white flower in her hair. The advertising concept was created by Aerin in collaboration with Doug Lloyd of Lloyd and Co.

THE PACKAGING: The packaging for Private Collection Jasmine White Moss, also a collaboration between Aerin and Doug Lloyd, was inspired by Estée’s private world.

“Estée always incorporated elements of blue and white into her surroundings – her rooms, her bathrooms, her dining rooms, everywhere,” said Aerin Lauder. “This third fragrance is a tribute to her love of blue and white.”

Reflecting Estée’s aesthetic and Aerin’s interpretation of it, the Private Collection Jasmine White Moss parfum cap is embellished with natural semi-precious gems including White Jade, dark and light Lapis, Sodalite, Black Agate, Mother of Pearl and Blue Lace Agate stones. The stones selected for each cap are different, making each piece unique.

The eau de parfum cap is also a tribute to Estée, with a golden basket weave design that was a favorite and used often in her packaging designs.

The fragrance’s elegant outer carton provides a nod to Estée with its signature deep blue interior that suggests pure luxury.

THE COLLECTION: Private Collection Jasmine White Moss will be available at www.esteelauder.com and specialty doors Saks Fifth Avenue, Neiman Marcus, Bloomingdales, Nordstrom and Bergdorf Goodman beginning July 2009.

The collection includes:

Suggested Retail Prices

Parfum Spray, 1oz. $325.00

Eau de Parfum Spray, 1oz. $80.00

Eau de Parfum Spray, 2.5oz. $135.00

Body Creme, 6.7oz. $75.00

Perfume Solid Pendant (limited edition) $195.00

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