Estée Lauder has launched the ad campaign for its newest fragrance, Beautiful Belle, aimed at inspiring people to “say ‘Yes’ to now”.
The campaign film, released with the #LoveBreaksAllRules hashtag, features Estée Model Grace Elizabeth as she leaves the set after a photoshoot wearing a white bridal dress, at the wheel of a vintage convertible. On the way, she catches a bouquet thrown by a bride to her maids, she picks up her boyfriend, who’s waiting for her in front of a billboard featuring Grace Elizabeth herself and a bottle of Estée Lauder’s Beautiful Belle, and then they’re driving out of the city, near the ocean, up on a hillside, where they enjoy the stunning view and each other’s company, and she throws the bouquet.
The commercial ends with the tagline “Love Breaks All Rules” flashing across the screen, alongside the fragrance name.
The soundtrack music is the 2005 single “Ooh La La” by English group Goldfrapp, from their third album, “Supernature”, released in 2005. The song was featured on several TV programmes in the US, including NCIS, CSI, and Bones, on the soundtrack for Grand Theft Auto IV, in the opening scene of the 2011 satirical horror-comedy Detention, on the romantic comedy film She’s the Man, on the 2010 movie The Other Guys, and on Apple’s 2013 iPhone 5S ad “Metal Mastered”.
The brand’s newest fragrance, part of the Beautiful Collection, is a new flanker of the famous Beautiful edition from 1985. The scent is described as “an irreverent blend of Lychee, Orange Flower, Gardenia and Marzipan Musk”. Other notes include Rose Petals, Mimosa, Tuberose, Blush Suede Accord, Ambrox, and Orris Root. Beautiful Belle is available as a 30, 50 and 100ml Eau de Parfum, rollerball 6ml Eau de Parfum and a series of matching perfumed body products.