SheFinds News: Gwyneth Paltrow's Pleasures

November 15, 2005 by SheFindsJacquie
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It’s the little things, right? Stolen moments of calm, breathtaking sunsets, the simple pleasures in life that make it worth living…at least that’s what Estee Lauder’s banking on. In a one-two punch of cliché advertising, they’ve named the ever luminous Gwyneth Paltrow as the face of the Lauder fragrance Pleasuresicon. Beautiful stars representing cosmetics companies is the standard du jour. The cliché bit? A beautiful star + a field of wildflowers + a couple of puppies = a surefire tug-at-the-sentimental-heartstrings ad strategy. The only thing they’re missing is pleasantly plump infants gurgling and a Brawny man to clean up after them.

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The spot, shot by Lance Accord (Adaptation, Lost in Translation) in September, features Paltrow lounging in an East Hampton field, literally glowing in the late afternoon sun. She is surrounded by white Lab puppies and pink wildflowers. Mellow classical music plays. Paltrow’s tranquil voice extols the virtues of simple, private moments. In fact, so simple and private is the angle of the campaign that it will drop during the broadcast of the Macy’s Thanksgiving Day Parade, which is estimated to have an audience of more than 33 million. What Estee Lauder is keeping private is the cost of their advertising but it’s estimated somewhere upwards of $9 million on television alone. But this is not without merit, it’s Pleasuresicon 10th anniversary and the brand ranks in the top 5 in the U.S. That is no small feat in the fragrance world. Find out for yourself at Nordstrom.comicon.

 

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