Knowing by Estee Lauder c1988

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.

Youth Dew by Estee Lauder c1953

In 1953, Estée Lauder's "Youth Dew" entered a fragrance market traditionally dominated by French perfumes, known for their luxurious floral and aldehydic compositions, often reserved for special occasions. This era was marked by iconic scents like Chanel No. 5 and Guerlain's Shalimar, epitomizing elegance and sophistication. However, "Youth Dew," created by IFF perfumers Josephine Catapano and Ernest "Mr. Nose" Shiftan, brought something refreshingly different to the table. Unlike the prevailing trends, it was introduced as a bath oil that could also serve as a perfume, catering to a more everyday use.

During this period, American women generally did not wear fragrance every day. However, bath oils were a common part of their daily routines. Estée Lauder cleverly capitalized on this habit by introducing "Youth Dew" as both a bath oil and a perfume. This dual functionality made the product particularly appealing, as it could be seamlessly integrated into everyday life. By positioning "Youth Dew" as a versatile product suitable for daily use, not just special occasions, Lauder revolutionized the market. This strategy allowed women to indulge in luxury fragrance on their own terms, effectively democratizing perfume and making it accessible for everyday enjoyment.

The name "Youth Dew" was carefully chosen to evoke a sense of freshness, vitality, and rejuvenation—qualities synonymous with youth. The word "dew" conjures images of morning freshness and natural beauty, suggesting a fragrance that is both delicate and invigorating. For the women of the 1950s, "Youth Dew" resonated with a desire for renewal and the allure of maintaining a youthful essence, not just in appearance but in spirit.

The fragrance's introduction marked a significant shift in the perfume industry. By encouraging women to buy it for themselves, "Youth Dew" broke away from the traditional notion that perfume was a luxury item to be gifted. This approach resonated with the growing sense of independence and empowerment among women in the post-war era. The fragrance quickly became a symbol of self-pampering and personal luxury, a revolutionary concept at the time.

The imagery and emotions evoked by the name "Youth Dew" are those of freshness, rejuvenation, and an everlasting bloom. It evokes the picture of dewy mornings, vibrant flowers, and the optimism of a new day. This made "Youth Dew" not just a unique name for a perfume but also an emblematic product of its time, appealing to the evolving tastes and aspirations of women. By tapping into the daily rituals of women and presenting fragrance as an accessible luxury, "Youth Dew" paved the way for a new era in the fragrance industry, redefining how women interacted with scent.

Cinnabar by Estee Lauder c1978

 In 1978, the world was captivated by a fascination with the exotic and the mysterious, particularly as it related to Eastern cultures. This period saw a burgeoning interest in themes that evoked luxury, mystique, and the allure of distant lands, often referred to as "Oriental" in the context of art, fashion, and fragrance. The launch of Estee Lauder's Cinnabar came at a time when cultural depictions of the Orient were popular in various forms of media, including film. Movies like "The Man Who Would Be King" (1975) and "The Thief of Baghdad" (1978) indulged in romanticized portrayals of Eastern locales, contributing to a broader cultural trend that embraced the mystique and opulence of these settings.

Estee Lauder's choice of the name "Cinnabar" for her new fragrance was deeply symbolic and aligned with this cultural fascination. Cinnabar is a bright red mineral that has been historically used to produce the pigment vermilion, a color often associated with wealth, power, and the exotic in many Eastern cultures. The mineral itself, a form of mercury sulfide, has been used in traditional Chinese and Japanese art and decoration, symbolizing both beauty and danger due to its toxic properties. The name "Cinnabar" thus evoked a rich tapestry of associations: the luxurious allure of the Orient, the vibrant and potent nature of the pigment, and the sense of something rare and precious.

The choice of this name also connected to the perfume's sensory profile. Created by the talented perfumers Bernard Chant and Josephine Catapano, Cinnabar was designed to capture the exoticism and intensity of Oriental fragrances. It featured a rich blend of spices, florals, and amber, creating a warm, inviting, and somewhat mysterious scent. The perfume's composition was meant to evoke the opulent and complex aromas associated with Eastern markets and spices, much like the imagery of cinnabar as a rare and luxurious substance.

In the context of the late 1970s, Cinnabar fit seamlessly into a cultural moment that celebrated the exotic and the luxurious. The perfume capitalized on the public's fascination with Oriental aesthetics, offering a sensory escape to distant lands filled with spice, warmth, and intrigue. The decision to pivot from the planned Soft Youth Dew to Cinnabar demonstrated Estee Lauder's keen awareness of market trends and her ability to adapt quickly to changing consumer desires. By choosing the name "Cinnabar," Estee Lauder not only aligned her fragrance with the era's fascination with the Orient but also imbued it with a sense of mystery and allure that resonated deeply with the zeitgeist of the time.

Aramis by Estee Lauder c1964

Aramis was launched in 1964, a time when the world was undergoing significant cultural and social transformations. The 1960s were characterized by a growing sense of individualism, experimentation, and breaking away from traditional norms. This era saw the rise of new fashion trends, music genres, and artistic expressions. In the context of fragrances, the decade was marked by a shift towards more daring and distinctive scents, reflecting the changing attitudes and desires of society.

In film and popular culture, the 1960s saw an explosion of creativity and innovation. Movies such as "Goldfinger" (1964) and "Dr. Strangelove" (1964) captured the spirit of the times, blending sophistication with a sense of adventure and intrigue. These themes resonated with the public and influenced various aspects of lifestyle, including fashion and fragrances. The appeal of a sophisticated, well-groomed persona was embodied in these films, aligning with the type of man that the Aramis fragrance was designed for.

The name "Aramis" was inspired by one of the famous characters from Alexandre Dumas' novel "The Three Musketeers." Aramis, the character, is known for his sophistication, elegance, and charm, traits that Estee Lauder aimed to encapsulate in the fragrance. The choice of the name "Aramis" also evokes a sense of classic European culture, refinement, and timeless masculinity, perfectly aligning with the image Estee Lauder wanted to project for this fragrance.

The word "Aramis" itself doesn't have a specific meaning outside of the literary reference, but it has become synonymous with sophistication and a certain old-world charm due to its association with the Musketeer. The name suggests a fragrance that is strong, dependable, and possesses a quiet confidence, much like the character from the novel.