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The Creatives 2018: Full Length Video & Recap

Written By: Jessica Matlin

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The Creatives: Aerin Lauder, Karyn Khoury, and Honorine Blanc, moderated
by Jane Larkworthy

What do you get when you have four wildly intelligent, artistic women with
perfectionist tendencies on one stage?

Answer: The third annual Creatives, an event designed “to inform, enlighten, and
inspire,” said Linda G. Levy, President of The Fragrance Foundation. On Tuesday
morning at the Metropolitan Club, members got a window into the culture of Aerin
and how the team brings their fragrances to life.

The morning featured a conversation with Aerin Lauder, founder and Creative
director of Aerin and the Style and Image Director of Estée Lauder, Karyn Khoury,
Senior Advisor, Creative and Strategic Development of Corporate Fragrance for The
Estée Lauder Companies, and Honorine Blanc, a Master Perfumer of Firmenich.
Moderating the panel: Writer Jane Larkworthy, who Emily Bond of Givaudan (who
sponsored The Creatives) best described as a “tour de force!”

Naturally, Larkworthy asked Lauder to start from the only logical place: How did the
Aerin brand begin?

Aerin said she initially showed her cousin the idea for her own brand, which is more
than beauty—it’s lifestyle. (“Beauty is my heart, but home is my passion,” she has
said). After presenting it to focus groups and writing the business plan (both
prerequisites from Fabrizio Freda, the company’s president and CEO), Aerin was
born.

While this was Aerin’s own imprint at Estée Lauder Companies, her grandmother
could still be felt.

“She definitely influenced me,” said Lauder. “For example, we launched multiple
fragrances at once,” speaking to the Aerin fragrance collection. “That’s because you
wouldn’t just have one fragrance. She would say you wouldn’t wear the same dress
to play tennis as you would to go to dinner.”

Lauder takes after her grandmother in a lot of ways, said Khoury, who worked with
Mrs. Estée Lauder on the creation of Estée Lauder Beautiful. (Khoury recently
announced her upcoming retirement, to which Larkworthy said she is “in complete
denial.”)

“Mrs. Lauder was a perfectionist,” said Khoury. While this was before the days of
text and email, she said Mrs. Lauder wasn’t afraid to call her on Thanksgiving or a

Christmas vacation when she had an idea. Her granddaughter did something similar,
said Khoury.

“One night I got an email from Aerin that said, ‘Please don’t kill me,’” she said with a
laugh. The brand was just months out from a big launch, but Lauder had asked,
“Would we ever do a lilac fragrance?”

After much discussion and debate (there was some pushback, as lilac wasn’t exactly
trending), the plan had changed. The end result: Aerin Lilac Path Eau de Parfum is
now on the shelves.

“It’s all about responding to instinct,” said Khoury.

“I feel like those kinds of ‘Please don’t kill me’ emails are usually justified,” said
Larkworthy.

Bringing these personal fragrances to life is a team effort, in which everyone has a
role.

It starts with Aerin’s mood board, says Khoury, full of fabrics and photos. (It’s
usually inspired by a place she’s been, and then perfumer Blanc translates all of that
into “an uberluxe Aerin way,” says Blanc. “It’s always about finding a unique
ingredient…[and] creating texture and emotions.” Blanc’s personal favorite: Amber
Musk Eau de Parfum.

One of the most iconic Aerin fragrances, of course, is Rose de Grasse. For this
collection, the team uses the most decadent florals.

“One rose wasn’t enough,” said Khoury. “We use three of the most expensive roses,
because,” she paused, “she can!”

Lauder’s love of the flower—really florals, in general—is practically genetic.

“My grandmother always had roses around the house,” said Lauder. “That, and fresh
tuberose in the hallway.”

“Aerin is like Estée in that way,” said Khoury, reflecting on her longtime
collaborators. “Everything that came into her life fueled her creativity.”

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