Sensuous, which will launch in June 2008 exclusively at Bloomingdale’s first and Estée Lauder counters in July, continues this tradition of passionate attention to femininity; women in Lauder perfume advertisings for example are consistently shown off like idols on an invisible pedestal (the perfume is that invisible pedestal) and seldom even seen as part of a couple so as to stress their ideal courtly-love character. But Sensuous offers a more casual, modern feel. Tuberose Gardenia Private Collection was already less flamboyant, a gentler, more intimate projection of femininity, yet still overtly sophisticated and, importantly in this case, "niche".
With Sensuous, we get another attempt at further accessibility. It is not anymore about the couture dress but rather about the simpler white shirt, stolen from men and adapted to the feminine silhouette as shown in the new ads. In order to embody the every woman, not one but four models were chosen to represent Sensuous: Gwyneth Paltrow, Elizabeth Hurley, Carolyn Murphy, and Hilary Rhoda. They perhaps represent not so well the ethnic diversity that exists today in America and are all uniformly elegant and sleek, but it is an attempt at conveying a message of pluralism nevertheless. Aerin Lauder said, “Each model represents a different side of sensuality,” […]“Hilary conveys youth, while Carolyn’s classic look communicates elegance. As an actress, Gwyneth brings an emotional range to sensuality and Elizabeth portrays confidence and wisdom."