Pure White Linen carries on that tradition of transporting us to a perfect, sunny spring day— one that is exquisitely beautiful and stunningly tranquil. But it was designed to remind us that we can live in those perfect moments all year round. “We wanted to create a fragrance that reflected what casualness and luxury means today,” says Aerin Lauder, senior vice president Global Creative Directions, Estēe Lauder. To that end, Pure White Linen embodies the spirit and inspiration for the classic brand but it is a thoroughly modern interpretation.
White Linen was one of Mrs. Estēe Lauder’s favorite fragrances. When she introduced this fresh floral in 1978, it was the first casual yet elegant daytime fragrance. It was a scent that evoked her feelings about the joy that spring brings and her visions of fresh flowers in the countryside and young women sipping iced jasmine tea. And of course, crisp, clean, chic white linen—what she and almost everyone wore on those lovely spring days—and often still do.
“We’ve taken the key elements that defined classic White Linen—the aldehydic freshness, crisp green notes, rich natural rose, and smooth woodiness, and opened them up adding a touch of whimsy and lively fruitiness to make the feeling more modern and sunlit,” says Karyn Khoury, senior vice president of Fragrance Development World Wide, Estēe Lauder Companies. “The result is an airier, brighter, modern floral fragrance which still maintains the original’s velvety feminine feel. It is as elegant as the original but less serious and more fun.”
The Fragrance
A feeling of sunlit freshness, dewy greens and just-opened florals combined with the playfulness of red tulips. Sparkling fruitiness balances the velvety depth of exquisite natural rose and snow-white flowers giving way to a warm, sensual, lasting impression.
First: The dewy freshness of a radiant morning.
• Incandescent Grapefruit and Italian Mandarin blend with a whisper of cool fresh air notes for a vibrant energy.
• Iced Rose Tea imparts luminosity.
• Luscious Raspberry, Pear, and Green Granny Smith Apple create a natural, lively fruitiness that evokes youthful optimism.
• Dewy Greens, Blooming Lilies and White Freesia lend the delicate impression of wild flowers.
• Soft spicy accents of White Ginger and Cardamom accentuate and intensify the scent’s sensation of cool, clear, crispness.
Then: The whimsy of fruit-kissed red tulips blends with the velvety petals of rich rose and white flowers to evoke a sublimely sunny spring afternoon redolent with heady blossoms.
• A unique Red Tulip accord affords an air of light-hearted whimsy
• Richly fragrant florals: Rose Absolute, Wild Honeysuckle, Gardenia Petals and a touch of Tuberose contribute a rich, velvety, femininity.
• Luxurious Jasmine, Soft Iris, and Osmanthus round out the sophisticated heart.
Finally: The mystery, allure, and serenity of a breathtaking sunset
• White Cedarwood and Patchouli provide a seductive warmth.
• White Heliotrope supplies a smooth sensuality and femininity.
The Bottle
Classic. Timeless. Softly modern. Pure White Linen’s bottle echoes the same grace and luxuriousness of the classic White Linen Parfum design. The silhouette has been made sleeker with more elongated, fluid lines. Infused with a mix of icy-white frost, and sparkling translucency, it evokes sophistication with a pure transparency and simplicity. The iconic White Linen Seashell has also been renewed.
The Advertising
Shot by Mario Testino, the print ads feature actress and Estēe Lauder spokesmodel Gwyneth Paltrow wearing a casually chic white linen shift by Balenciaga. She is standing on the veranda of a library surrounded by a beautiful garden and is clearly caught up in enjoying a lovely, peaceful day. “Gwyneth looks so fresh and pretty, sophisticated yet care-free,” says Aerin Lauder. “It’s a timeless moment.”
The tagline: “The Fragrance to live in all Year Long” conveys Pure White Linen’s fresh, sleek, simple yet feminine and elegant scent that was designed to capture the beauty and harmony of a perfect day. It’s the feeling of white linen as it floats against your skin—air-light, cool, crisp.
THE PURE WHITE LINEN COLLECTION
Pricing and Availability
Estēe Lauder Pure White Linen will be available at all Estēe Lauder counters on December 1, 2006.
Pure White Linen 30ml US$42.30
Pure White Linen 50ml US$59.80
Pure White Linen 100ml US$88.50
Pure White Linen Body Lotion 250ml US$42.77
Pure White Linen Body Wash 200ml US$29.65
