It’s no secret: we love a good rose scent. So the fact that Aerin, for its 10th anniversary, is releasing a new rose fragrance has got us blooming with excitement. The best part? We had the chance to speak one-on-one with Aerin Lauder herself to find out more. —Noa Nichol
Aerin, it’s so exciting to speak with you, particularly on this 10-year milestone moment! To mark this occasion, you’re launching the new Joyful Bloom fragrance; what makes this scent a “double rose of happiness”? And, why a rose scent to mark your brand’s anniversary?
We launched a decade ago with our still-bestselling Rose Lip Conditioner, so rose is very much a heritage point for the brand. We also recognized that the last two years have been challenging for many, with the world in a state of disarray, and we wanted to mark our anniversary with a really bright, joyful and uplifting fragrance. Joyful Bloom, with Indian rose, bergamot and sandalwood, plus geranium and black currant, I think, achieves that beautifully.
With many rose scents out there (including a variety in Aerin’s own range), what makes this one special/unique?
Many rose scents are sultry, they evoke more of a sense of romance or love. This one is bright and green; it makes you feel like you are standing right in the middle of a blooming rose garden.
Do different roses make for different fragrances?
Yes, absolutely. There are sheer roses, sultry roses; you can also combine roses together to create wildly different scents. For Joyful Bloom, we combined Rose Centifolia with Indian Rose Bourbonaiana and added that geranium and black currant
After searching long and hard for the perfect rose scent to wear for my own wedding, I landed on Aerin’s Evening Rose; what advice would you give around finding one’s own signature rose (or any) scent?
Oh, I love Evening Rose. It’s a very special scent to me, too, as it’s a combination of my grandfather, who loved whisky, and my grandmother, Estée, who always smelled of roses! My advice would be to go to the counter, try it on, get a sample. Rose evolves as you wear it!
What’s next for Aerin?
We look forward to continuing to surprise and delight our customers over the next 10 years, and beyond!
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