Lauder Spokesmodels Stop Bloomingdale’s Traffic A throng of shoppers, press and photographers stormed the Estée Lauder counter at Bloomingdale’s 59th Street early Tuesday evening on July 8 for an unprecedented event. The brand’s four spokesmodels made a personal appearance to support Sensuous, the new fragrance that launched exclusively at Bloomingdale’s in late June.      Elizabeth Hurley, Carolyn Murphy, Gwyneth Paltrow and Hilary Rhoda, in their only U.S. appearance together, were on hand for extended photo- ops and bottle signing. All four of the women signed bottles from 6:30 to 7:30 p.m. for a capacity crowd.      “When we started thinking about who should be the model for Sensuous, we knew we wanted her to wear a white shirt,” said Thia Breen, president of Estée Lauder Worldwide. Aerin Lauder, senior vice president and creative director of Estée Lauder, developed visuals with each of the four models, but the executive team couldn’t pick just one. “We knew in a second that it had to be all four,” Ms. Breen said.      The advertising campaign—just as unprecedented as the gathering—features all four women in individual visuals. The campaign breaks in August issues of fashion and beauty magazines.
Hilary Rhoda, Gwyneth Paltrow, Elizabeth Hurley and Carolyn Murphy during their personal appearance at Bloomingdale’s.	Bloomingdale’s Howard Kreitzman (c.) with Estée Lauder’s Thia Breen and Nancy McKay.
The Estée Lauder Companies’ Leonard Lauder, Fabrizio Freda and Dan Brestle.	The Estée Lauder Companies’ William Lauder, with Estée Lauder’s Aerin Lauder and Elana Drell Szyfer, and Lloyd + Co.’s Doug Lloyd.
Beyond Perfume: ScentWorld Explores Scent Branding Signature scents for stores, products and even real estate developments are effective yet generally overlooked marketing mix elements, according to speakers at the first ever ScentWorld Conference and Expo, which took place from June 29 to July 1 at the Marriott Marquis Hotel in New York City. “Globally, scent branding is about a one hundred million dollar business, but within the next five years it will reach one-half billion,” said Harald Vogt, founder of the Scent Marketing Institute, which sponsored the three-day conference.      Approximately 250 attendees participated, including marketers from the automotive, consumer goods, advertising and hospitality industries, as well as representatives from fragrance houses and delivery- system providers. More than 40 speakers addressed the conference over three days. The first full day was broken down into four seminar tracks: Fragrant Branding, Advertising and Marketing; Entering the Scent Dimension; Designing Scented Space; and The Scent of Things to Come.      “People have to start thinking about scent as a design activity,” said Christophe Laudamiel, senior perfumer at International Flavors & Fragrances, a seminar speaker.
Harald Vogt (c.) with authors Dr. Avery Gilbert and Russell Brumfield, featured guests at the conference reception.	Moderator Sue Phillips (2nd r.) with panelists François Duquesne of L’Artisan Parfumeur, Givaudan’s Kate Greene and Norman Glyn Jones of Premchit Saithong.
Panelist Christophe Laudamiel and Alex Moskvin, both of IFF.	Tom Conroy of Scent Air with Harald Vogt beside a VW bus outfitted with a computerized scent delivery system.
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