Aramis

Aramis was created by Estee Lauder in 1964, it is one of the oldest creations by this label. Estee lauder was born with the name Josephine Esther Mentzer in 1907. As a child she lived on top of a hardware store and by the year 1946 she had established her cosmetics company in New York with her husband Joseph Lauder. The company has many recognised brands including Clinique, Bobbi Brown and Donna karan. In 1948 Estee Lauder had established their first retail department store account in the up market Saks Fifth Avenue in New York. By 1953 Estee Lauder released her first fragrance called, Youth Dew, this was a bath oil that doubled as a fragrance. This meant that women were able to indulge themselves in beautifully scented baths and smell immaculate. This range appealed to many women who could use this instead of the expensive French scents that could only be used behind the ears, in the first year they sold fifty thousand. In the earlier years Estee lauder introduced sampling/testing as a marketing strategy to lure new customers in, they were continually sourcing new strategies even though they had a small budget for advertising.

By 1964 Aramis by Estee Lauder was the first company to sell men’s scent in a department store. They were also the first to produce a line specifically designed that targeted men. This line included shaving gels, skin care as well as fragrances. Aramis have become a huge sub-company and have been competing against huge companies such as Calvin Klein to design the latest men’s products. The first Aramis fragrance was brought out under the company name; it was a combination of spice and earthy scents they then began to branch out creating fragrances with elements of the ocean, creating much more freshly defined scent. The Aramis fragrance line targeted men who were wealthy however with strong competition from other labels such as Calvin Klein they had to open their market to the younger generation. In 1985 Aramis launched Tuscany followed by Havana in 1994. The biggest come back however was their launch of Tommy, a fragrance that was designed in 1995 for the designer Tommy Hilfiger. This release gave Aramis several awards and was ranked at number one men’s perfume. Since then Aramis have continued to launch several fragrances that are inspired or promoted by the rich and famous including Andre Agassi.

Aramis has always been dedicated to fragrances and continue to produce modern, high-class fragrances including Aramis Always and Aramis Always for women.

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