The name of the fragrance is meant to suggest the attitude of a sophisticated woman who has developed into a self-assured, confident, uncompromising individual. “When a woman wears it, she feels like she knows it all,” said Estee Lauder who described Knowing as “a fragrance for the 21st century.”
The marketing campaign used for the fragrace was meant to change the entire Lauder image. The ads pictured gorgeous model Paulina Porizkova, who left Revlon in order to become the spokesperson for Estee Lauder. The ad below illustrates the exact image of a sexy, confident woman that Lauder wished to portray.