Estée Lauder Fall 2010 Launches: NEW Estée Lauder pleasures bloom perfume. Capture the Joy of Life’s Simple Pleasures with a New, Luscious Fruity Floral Fragrance. Estée Lauder invites you to celebrate the timeless joy of life’s simple moments. Introducing new pleasures bloom, a luscious fruity floral fragrance, that embodies the appeal of new moments, new pleasures and the exuberance of life’s carefree days.

Drawing inspiration from the emotional platform of Estée Lauder’s best-selling pleasures fragrance, new pleasures bloom represents a more playful, contemporary expression of the original, iconic concept. Reinterpreted for the contemporary consumer, pleasures bloom is a fruity floral fragrance, which embodies the vibrancy and playfulness of modern life with a blend of luscious fruits and colorful florals.

“We wanted to take the timeless core concept of pleasures – the enjoyment of life’s simple pleasures as the balance to a life that is often over connected and overextended – and express it with a new level of animation and vibrancy that reflects the world we live in today,” said Karyn Khoury, Senior Vice President, Corporate Fragrance Development Worldwide, The Estée Lauder Companies Inc. “The concept today is less about tranquil calmness and more about adding energy, animation and color to life.”

At once distinctly feminine, playful and exuberant, pleasures bloom instantly transports you to a field of colorful petals and delectable fruits where fresh violet flowers and vibrant pink peonies sparkle.

THE FRAGRANCE pleasures bloom

The fragrance opens with a fresh and playful, fruity blend. Breathe in a refreshing burst of sparkling, mouth- watering Grapefruit and ripe, luscious Raspberry while juicy Lychee adds an uplifting, yet modern feel to the delicate charm of Violet Flower.

Next, revel in the sumptuous harmony of a radiantly feminine heart as the body of the fragrance unfolds with colorful, vibrant florals of dewy Pink Peony, elegant Rose, intoxicating Jasmine and the spicy intrigue of Green Lily.

A sensation of enveloping comfort comes from the finish of soft, shimmering Musk blended with a touch of Patchouli and Creamy Vanilla for warm femininity.

THE ADVERTISING

Photographed by Craig McDean in the Hamptons, New York, the advertising brings to life the vibrancy and carefree freshness of the fragrance. In the image, model Hillary Rhoda is featured relaxing in a lush field of colorful, delicate wildflowers. Wearing a light chemise-style sundress with her hand brushing carelessly through her softly windblown hair, her relaxed attitude speaks to the fragrance’s core concept of enjoying life’s simple pleasures.

THE PACKAGING

Capturing the essence of this new, modern interpretation of pleasures, pleasures bloom is featured in the same bottle silhouette as the original fragrance, but with a shiny, metalized cap and a single fuchsia blooming bud adorning the bottle’s neck. The exterior packaging features a bold floral print expressing the heart of this luscious, vibrant fragrance.

Availability: NEW pleasures bloom is available at all Estée Lauder counters nationwide and www.esteelauder.com.

Suggested Retail Price: $52.00 for the 1.7 oz / 50 ml EDP Spray. $74.00 for the 3.4 oz / 100 ml EDP Spray.