Estée Lauder today announced that Misty Copeland, the premier ballet dancer at the American Ballet Theater, will be the new global spokesperson for the brand’s Modern Muse fragrance. Copeland will be at the forefront of the new digital TV campaign at the stores and in print of the Modern Muse perfume, which debuts in August 2017. [Click to see the new campaign in Estée Lauder Modern Muse Featuring Misty Copeland (Modern Muse by Estée Lauder with Misty Copeland.)]
“When Estée Lauder launched the Modern Muse perfume in 2013, we embraced the idea of women as muses, living life on their own terms, doing great things and inspiring everyone around them,” said Stephane de La Faverie, Global Brand President, Estée Lauder. “Misty has challenged the status quo to realize her dreams and has inspired many young women in her path. Misty will bring the concept of perfume to life through her unique narrative.”
The Modern Muse perfume is a lush floral woody fragrance that combines confidence, style, and creativity with a modern and youthful attitude, featuring a seductive contrast of sparkling floral and modern glittering woods. Launched in 2013, the Modern Muse perfume was inspired by the current complexity of modern women.
The shimmering jasmine note captures her creative energy and magnetic femininity. The exotic tangerine and tempting honeysuckle nectar send a spark of energy through a jovial feel of ornamental petals. Two extractions of sambac jasmine, including China Absolute, brings a luminous texture to the feminine bouquet of the rich Tuberose Fleur and fresh lily.
The glistening woody note captures his glistening style, strength, and sensuality, expressed through this innovative blend of two Patchouli essences wrapped in the creaminess of Madagascar’s vanilla, amber wood and soft musk – all compounding an undeniable sensual finish.
“Misty is the perfect representation of today’s modern muse,” said Estée Lauder Style and Image director Aerin Lauder. “It also represents female strength, power, dedication, and passion, and you see it in what she does every day, whether she’s performing or inspiring the next generation of dancers. I think she’s a wonderful model of life. And I’m delighted to be able to bring her to the Estée Lauder brand. “
Born in Kansas City, Missouri, and raised in San Pedro, California, Misty Copeland is the principal dancer of the American Ballet Theater (ABT) and the first African American woman to perform that role in the company’s history. Misty began her ballet studies at a somewhat advanced age of 13 years. At fifteen, she won first place at the “Music Center Spotlight Awards“. She studied at the San Francisco Ballet School and attended the American Ballet Theater Summer Intensive with a full scholarship, and was declared a National Coca-Cola Scholar by ABT in 2000. Misty joined ABT’s Studio Company In September 2000 and at the American Ballet Theater in 2001.
In 2008, she was awarded the “Leonore Annenberg Fellowship in the Arts,” a two-year scholarship awarded to young artists who display extraordinary talent. Featuring a variety of classical and contemporary roles, in the fall of 2014 she made history as the first black woman to star in the role of “Odette / Odile” in “Swan Lake” at the American Ballet Theater.
Copeland has been featured in numerous publications and television shows such as CBS Sunday Morning, 60 Minutes, The Today Show, Vogue, Essence, Glamor and People Magazine. Her passion is to reciprocate. She worked with many charitable organizations and dedicated her time to work and mentor a group of girls and boys. She was honored with an admission to the Boys & Girls Club National Hall of Fame in May 2012 and received the “Breakthrough Award” from the Council of Urban Professionals in April 2012. She was honored with the title of “National Ambassador of Youth of the Year “at the Boys & Girls Clubs of America in June 2013. She received the honorable mention “Young, Gifted & Black “at the 2013 Black Girls Rock! Awards. By 2015 she was included in Time Magazine‘s “100 Most Influential People” list and honored by Glamor Magazine as one of the “Women of the Year“. In 2014, President Barack Obama appointed Copeland to the President’s Board of Physical Fitness, Sports and Nutrition.
Misty Copeland is the author of three books: the autobiography listed among the Best Sellers by the New York Times “Life in Motion,” a book written in partnership with award-winning journalist and author Charisse Jones , “Ballerina Body,” published in March 2017; The illustrated book “Firebird,” in collaboration with award-winning illustrator and author Christopher Myers . She received an honorary doctorate from the University of Hartford in November 2014 for her contributions to classical ballet and for helping to diversify the art form.
“I’m honored to be Estée Lauder’s Modern Muse perfume,” said Copeland. “My two passions are dancing and giving back and I love passing on my knowledge to the next generation. I also have a strong connection to the fragrances I use when I introduce myself.” The Modern Muse campaign is the perfect way to see the other side of my history”.
The Modern Muse campaign was produced by Estée Lauder’s in-house creative team in collaboration with Spring Studios and director and photographer Pamela Hanson . The campaign includes an extensive narrative on the theme “What inspires you?” (” What inspires you ?”), To customize the concept of Modern Muse to Copeland and engage women in conversations across digital and social platforms with the use of the #BeAnInspiration hashtag and acts in the campaign teaching and inspiring young dancers and talking about the importance of connecting with the next generation.