Estée Lauder licensed Donna Karan launches this year a limited edition for their 20 year old fragrance Cashmere Mist. Liquid Cashmere top notes are orange blossom, cyclamen and lily-of-the-valley; middle notes are sandalwood, ylang-ylang, labdanum, moroccan jasmine and indian jasmine; base notes are benzoin, tonka bean, white amber, suede and musk.
Due to the launch, the brand has created a microsite to highlight Cashmere Mist, calling out the slogan “The Making of an Icon” http://cashmeremist.donnakaran.com/. The main objective is create a whole story embracing the fragrance in order to engage the consumer. Besides the different videos explaining how Cashmere Mist began, the notes, the bottle and the soul of the perfume, the user can register to win free samples of the Limited Edition, and also go to a “Buy Now” section that redirects the user to Donna Karan’s official site, where you can purchase it.
The first Cashmere Mist was launched in 1994 and after so many flankers and limited edition, the essence of the original remains intact. The communication has always shown a woman dress only with a basic cashmere sweater in a mystic and calm environment. In 2009 Milla Jovovich became the image of this fragrance, appearing form that moment in several campaign. Here bellow some examples.