DESGRIPPES GOBÉ CREATES BEYOND PARADISE FRAGANCE BRAND FOR ESTÉE LAUDER

Desgrippes Gobé creates Beyond Paradise fragance brand for Estée Lauder

(New York, Mai 2004)

Following nearly two years of strategic and creative partnership, Estée Lauder has annouced the launch of its new fragance, Beyond Paradise, beginning in the United States in August. Global rollout of the brand will continue until early February, 2004.

Leveraging Desgrippes Gobé’s Emotional Branding philosophy, the Beyond Paradise fragrance is positioned to attract a new, wider audience base. Estée Lauder is expecting an immediate impact from Beyond Paradise. Peter Lichtenthal, senior vice president of global marketing states, “with Beyond Paradise, we want a home run in every market of the world”.

Beyond Paradise represents a departure for Estée Lauder. Its positioning has a distinctively youthful attitude. Cosmetic World writes that the fragrance is supported by “imagery meant to transport consumers to a magical and mystical place.”

Part of that mystical place includes a unique, dream-like bottle.
Made from crystal, the bottle is designed to simulate all the colors of a rainbow. The effect is serene and calming. The rain-drop shape of the bottle fits comfortably into the palm of the hand.

Patrick Bousquet-Chavanne, president of the Lauder, MAC, and designer fragrance division, believes that Beyond Paradise “is talking to consumers in a different way to get them to visualize the Lauder brand in a new place.” With the goal of becoming a top five global fragrance, Beyond Fragrance will undoubtedly redefine Estée Lauder.

Desgrippes Gobé is a global brand and identity firm that offers a full range of strategic and creative branding services. As the pioneer of Emotional Branding, the firm has built well-known identities for clients such as Ann Taylor, Air France, Coca-Cola, and Godiva. Its mission to provide the most relevant, breakthrough thinking in the field of brand building, positions Desgrippes Gobé as a global leader in delivering powerful visual and tactical branding solutions. Marc Gobé, one of the original founders of the firm, published Emotional Branding, a leading business book, in 2001.
Citizen Brand, his second publication, addresses the important concepts of corporate responsibility and sustainability as powerful branding objectives.