Rose Week 2016
Last week, I mentioned (or rambled) on Twitter that I don’t understand the AERIN line. This came after the news of Estee Lauder launching a “Millennials” brand, Estée Edit that will be exclusive to Sephora. This new brand will be targeted to the 18-34 year old demographic according to WWD. I understand why Lauder is doing this. They want a younger audience but I don’t know how it will go for them. I feel like that age group will shop with the sister company, MAC, or buy (cheaper) cosmetics that have a cult-following on social media platforms like Instagram (i.e. ColourPop or Anastasia Beverly Hills). I really don’t see Lauder, even with a Jenner on their side, really doing well with this because the competition in this Millennial market is fierce, especially in the “edgy”, inexpensive and cruelty-free arenas. The WWD article also mentioned that the Estée Lauder demographic is 45+ years old. That’s practically ANCIENT to the beauty industry, apparently. So, my question, who is AERIN for? There’s an eleven year gap between Estée Edit and Estée Lauder. Is AERIN for those women in their 30’s-40’s? Nope, I don’t think so. If you’re in that age range, I guess you have to stain your cheeks with beetroots because it looks the beauty industry is just not interested in you!
Quick history – Aerin Lauder is Estée’s granddaughter. She is the epitome of the American heiress. She’s very elegant, beautiful and well-educated…and rich. She has a lifestyle brand that sells everything from floor lamps to $125 bottle stoppers to sensible yet stylish pointed-toe flats. And one can’t be a lifestyle brand without beauty products, right? Beauty is this woman’s empire. Like business, beauty is in her genes. Anyway, it doesn’t surprise me that Aerin has a line. What surprises me is the line AERIN because it seems like a separate line but it’s often sold at Estée Lauder counters, in stores that don’t sell the rest of the “World of Aerin“.
After the launch of Rose de Grasse, it finally occurred to me. AERIN is Estée Lauder’s attempt to branch out as a “luxury” or aspirational brand! Well, that only took me a few years to realize…maybe they should work on that message other than with price tags.
Now that I’ve figured that out, let’s get to the review.
Rose de Grasse opens as an alcoholic rose…meaning that it smells like a rose that had too much brown liquor the night before but is now seated next to you on the train. This quickly passes (like 45-60 seconds). Rose de Grasse is an airy, delicate rose with a hint of fruity raspberry. It’s not as anemic as rosewater nor is it a thick, dense rose parfum. Rose de Grasse is pink roses and peonies with a lot of lemon-y rose geranium. The heart adds a slightly spicy cedar to the bouquet of pink roses and peonies. The dry-down is clean, vegetal musk with a hint of fruitiness and those generic “clean woods” that do so well with these sort of airy florals.
One of the problems with being really into something, is that you’ll eventually become jaded. I’m not jaded, but I have tried so many rose perfumes and products. Instead of feeling jaded, I feel picky. Rose de Grasse is a lovely rose soliflore. The issue is that the market is saturated with many roses like this, especially at this price point. I think it’s a very pleasant rose, but as of today, I think it’s unremarkable in comparison to its competition. When I want something like this, I wear HEELEY Hippie Rose or even Stella McCartney Stella. But, don’t get me wrong. This is a very pretty pink bouquet rose but the price turns me off. If it had the regular ‘ole “45+ years old” Estée Lauder price tag, I’d be more tempted by it.
Notes listed include ambrette, watery notes, rose, woody notes, amber and musk. Launched in 2015.
Give Rose de Grasse if you like rose perfumes. Or if you like perfumes like Byredo Rose of No Man’s Land, Lancôme Mille et Une Roses, Serge Lutens Fille de Berlin, Juliette Has a Gun Miss Charming and/or HEELEY Hippie Rose.
Projection and longevity is above average. Actually, a creepy guy on mass transit complimented me on my “delightful aroma”. Thanks, Aerin!
The 1.7 oz bottle retails for $185 at Nordstrom.
Victoria’s Final EauPINION – Pretty pink rose. It’s a really good rose soliflore. It really is. But, I have so many roses (that I’m actually happy with) and because of that, I talk myself out of “luxury” roses. If someone were to give me a bottle, yeah, I’d wear it.
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*Sample obtained by me. Product pic from Fragrantica. Mylene Demongeot from Post contains an affiliate link. Thanks!