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The installation for the launch party was conceptualized to include a series of highly “sharable moments,” according to Daniel Annese, global brand president of Aramis and designer fragrances at the Estée Lauder Cos. Inc. These ranged from the ability to enter a life-size ruby and “become a facet” to a room that enlarged one’s shadow by 10 to 15 times to “magnify your sexy.”
Annese maintained that the brand has taken a different approach to messaging around how the scent is described, too.