Youth-Dew, Estee Lauder’s iconic fragrance, celebrates its 60th birthday this year.
In 1953, Estée Lauder’s introduction of Youth-Dew bath oil took the fragrance industry by storm. Often described as one of the sexiest fragrances ever created, the provocatve Oriental fragrance was a departure from what every other perfumer was delivering. The company said it re-wrote the way in which perfumers created and distributed their fragrances and forever altered how women perceived, acquired and enjoyed scent.
Fast forward 60 years and Youth-Dew is still enticing, sensuous and timeless.
“Youth-Dew is as relevant to women today as it was when it was first introduced,” said Karyn Khoury, senior vice president, corporate fragrance development worldwide, The Estée Lauder Companies Inc. “A thoroughly modern fragrance that was ahead of its time, it was sexy when it was introduced and it is sexy now.”
As Estée Lauder herself used to say, “It is Youth-Dew’s unabashedly sensuous aura that made it an international favorite. After all, women still like to feel beautiful, pampered and loved. And that’s what Youth-Dew is all about.”
Youth-Dew was the first bath oil to double as a skin perfume. Mrs. Lauder said she knew that would appeal to women and prompt them to think about fragrance in a different way. Most women received fragrance as gifts. It wasn’t something they purchased for themselves. All that would soon change.
Youth-Dew began with a scent that Lauder’s mother kept in their home for years. Originally created by her uncle for a Russian princess. Mrs. Lauder purchased essences to rework the fragrance until it matched her vision. After months of experimenting, she was not only thrilled with the outcome, but discovered that Youth-Dew’s sweet, warm scent easily intermingled with flesh and water, making it the first American bath oil to double as a skin perfume.
Mrs. Lauder also was creative with the bottle. She chose a screw cap so shoppers could easily unscrew the cap and smell the fragrance. Youth-Dew was left on the woman’s hands, and even after she left the counter, the scent of Youth-Dew would follow.
To celebrate Youth Dew’s 60th anniversary, Estee Lauder has launched a new Youth-Dew 60th Anniversary Youth-Dew.