Estée Lauder has announced the launch of a new fragrance, Glimmer, which lands as the brand looks to target a new generation of consumers.
To bring the new fragrance to life, the brand has tapped actress Hailee Steinfeld, known for roles in Sinners and Pitch Perfect 2, to front a global campaign for the amber floral fragrance.
“Hailee is the embodiment of what Glimmer represents; she is confident, has a contagious sense of joy, and understands the power of connecting with her community,” said Justin Boxford, Global Brand President, Estée Lauder.
“Consumers have grown up with Hailee and have followed her journey from a young actress to an accomplished multi-hyphenate artist and cultural force.
“Her authenticity, creativity, and ability to inspire audiences across generations make her the perfect ambassador for Glimmer.”
Steinfeld added: “Fragrance has an incredible ability to tell a story without words, evoke emotion, and create memories that stay with you.
“What drew me to Glimmer is that it is more than a fragrance; it is a feeling, and I am honoured to be a part of it.”
The new fragrance is said to “transform the power of everyday ‘glimmers’ – small moments of joy, hope, and connection – into a sensorial fragrance experience designed to inspire optimism, foster community, and leave a lasting impression”, according to a statement by the brand.
Glimmer blends floral amber notes with a gourmand twist, opening to top notes of raspberry mousse accord, orange flower and mandarin oil.
The scent has a heart of macaron rose accord, vanilla bean and cashmeran before settling into base notes of sandalwood, cedarwood, tonka bean, patchouli and amber embrace accord.
The campaign, launching from 30 July, will debut across TV, print, digital, in-store and OOH globally.
