Envision graceful, lapping waves of sea green waters touching a white sand beach strewn with pebbles and sea shells. In the distance, hints of citrus and freesia pique the senses. Laughter and music can be heard coming from the harbor dotted with multi-color wooden boats. You take it all in realizing this is a day you’ll want to relive forever. This is the inspiration for Pure White Linen Light Breeze.
In April 2008, Estée Lauder Middle East will unveil Pure White Linen Light Breeze, a sun-drenched, sparkling citrus interpretation of the company’s timeless green floral classic White Linen.
“White Linen has always epitomized casual elegance and the relaxation and happiness we feel in the spring and summer,” says Karyn Khoury, senior vice president of Fragrance Development World Wide, Estée Lauder Companies. “Pure White Linen Light Breeze takes this mood one step further by having even more of a focus on the environment—of the calming Mediterranean seascape. It is a sunnier, more transparent and even more tranquil scent.”
The Fragrance
While Pure White Linen Light Breeze incorporates core elements such as rich rose enchanted by white florals and smooth woods from classic White Linen and Pure White Linen, it was also created with dazzling citrus notes, airier florals, and a sheerer more subtly sexy finish for a scent that is as warm, mesmerizing and sensual as those treasured summer afternoons.
Sparkling Breeze:
An effervescent Darjeeling Tea Note is bathed with the serene iridescence of citrus including luscious Italian Bergamot, sparkling White Grapefruit and energetic freshly grated Orange Zest. Watery Kumquat conveys a contemporary carefree playfulness.
Vibrant Breeze:
A gentle unfolding of colorful Osthmanthus, vivacious Yellow Freesia and sensuous Neroli Petals intertwine with graceful Linden Flowers and rich Centifolia Rose to create a fresh intensely feminine allure.
Lingering Breeze:
Precious Cedar Wood, rich Teak Wood, and a Soft Skin Accord embellished with a drop of ambrosial Acacia Honey impart a lasting subtle sensuality and that is effortlessly elegant.
During consumer testing in Spain, a key inspirational market, women unanimously agreed that Pure White Linen Light Breeze is feminine, fresh and youthful.
The Bottle
Classic. Timeless. Carefree. Pure White Linen Light Breeze is housed in the same clean, graceful bottle as original Pure White Linen, though it is a serene celadon color. “Green embodies the transparency, clarity, and tranquility of sunlit Mediterranean seas and the feelings they inspire,” Khoury says. “Even the iconic white sea shell has a new twist all its own, morphing into a more exuberant green conch.”
The Advertising
Photographed by Craig McDean, the print ads feature actress and Estçe Lauder spokesmodel Gwyneth Paltrow wearing a chic white linen sun dress by See by Chlóe, reveling in the sun and surroundings reminiscent of a luxurious Mediterranean Sea side resort. Sail boats glide by tranquilly as the water shimmers in the sunlight. “The image of Gwyneth embodies a relaxed, carefree luxury. It speaks to the fragrance,” says Aerin Lauder, senior vice president and creative director, Estée Lauder.
The tagline: “Some days you relive forever,” conveys the beautifully relaxed and exhilarating warmth that we experience in the summer and dream about all year long.
