Aerin: The luxury lifestyle brand that fragrance built
Aerin Lauder launched her eponymous lifestyle brand in 2012 and quickly established herself as “a distinct voice in the world of beauty, fashion, and home décor,” according to a bio of Lauder circulated by The Fragrance Foundation.
Lauder is not only the creative head of her own brand; she is also the style and image director for the Estée Lauder brand. And she’s previously held several executive roles at The Estée Lauder Companies.
But the Aerin brand, which creates and sells fragrance, beauty, home décor, and accessories, is her own endeavor and one she’s undertaken with the best of allies and experts by her side.
At Tuesday’s Creatives panel event at New York City’s Metropolitan Club, Lauder and her collaborators—Karyn Khoury, senior advisor of creative and strategic development for corporate fragrance at The Estée Lauder Companies, and Honorine Blanc, a master perfumer with Firmenich—spoke with renowned beauty journalist Jane Larkworthy about the creativity, confidence, and cooperation that set the Aerin brand up for success.
Introducing the panelist as what she called “the must-attend event for the fragrance industry,” Emily Bond, regional head of fine fragrance in North America at Givaudan, emphasized how “they all contribute in their own incredible, creative way to the total creation of the fragrance,” adding that “we know that the consumers like it as witnessed by the success of these beautiful [Aerin] products but also they inspire and they delight all of us.”
The panel discussed a full range of topics, from the inspiration for individual scents to developing an innovative lilac note; from the value and sensibility of business women working together to make products for women consumers to the trust, turmoil, and teamwork behind the scenes of a new brand.
In the end, it’s clear that Aerin is at once a singular woman and a full-scale brand. “Beauty is my heritage,” said Lauder, “but I’ve always had this passion for home.”
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.