The choice of the name "Knowing" for the Estee Lauder fragrance launched in 1988 is a deliberate and evocative one, crafted to convey a sense of sophistication, confidence, and self-assurance. The name itself suggests a deep, intrinsic understanding and awareness—qualities that are often associated with maturity, experience, and a certain worldly wisdom. By choosing "Knowing" as the name, Estee Lauder aimed to appeal to a woman who is not just aware of herself and her desires but is also assertive and confident in expressing them. This is a woman who understands her own worth, who has a keen sense of the world around her, and who makes choices with deliberation and clarity.
The word "Knowing" evokes a range of images and emotions. It conjures up a vision of a woman who is poised and composed, who carries herself with an air of quiet confidence and elegance. This is not a woman who is easily swayed by trends or external opinions; instead, she has a strong sense of her own style and identity. The name implies an individual who is insightful, perceptive, and wise—someone who has learned from her experiences and uses that knowledge to navigate her world with grace and certainty. There's an element of mystery and allure in the word "Knowing," suggesting a depth of character and a rich inner life that may not be immediately apparent but is undeniably compelling.
The fragrance "Knowing" was created by the renowned perfumers Jean Kerléo and Elie Roger (Firmenich), which underscores the expertise and artistry behind its formulation. Estee Lauder's description of the fragrance as "a fragrance for the 21st century" speaks to its timeless appeal and modern sensibility. It is designed for a woman who is forward-thinking and progressive, yet deeply rooted in her values and principles.
The marketing campaign for "Knowing" was a pivotal moment for Estee Lauder, aiming to revitalize and modernize the brand's image. The choice of Paulina Porizkova, a stunning and accomplished model who transitioned from her role as a spokesperson for Revlon to Estee Lauder, was significant. Porizkova embodied the qualities of the "Knowing" woman—sexy, confident, and sophisticated. The advertisements portrayed her in a manner that was both elegant and alluring, capturing the essence of the fragrance and the type of woman it was designed for.
Overall, the name "Knowing" and its accompanying campaign reflect a strategic and thoughtful approach by Estee Lauder to position the fragrance as an emblem of modern femininity—an expression of self-assuredness, sophistication, and timeless elegance. It is a celebration of the woman who knows herself, knows what she wants, and moves through the world with confidence and grace.
