The Sensual Sense of Scent

When Private Collection first hit the perfume counters in New York, Paris and London back in the early ’70s, its green notes were the first to enchant. Seconds later, the jasmine and honeysuckle would kick in, leading to an olfactory obsession that was almost impossible to shake. Easy to understand then why its creator, Estee Lauder, had not only chosen to name her fragrance Private Collection but selected it as her own persnal perfume.
Almost impossible to find since her death in 2004, PC, as it's affectionately known to its fans, is now making a comeback of sorts thanks to Lauder’s granddaughter, Aerin.
It isn’t, of course, exactly the same. But fans of the  fragrance will almost certainly like Private Collection Tuberose Gardenia, which is created from both Estee and Aerin’s favourite white flowers.
The fragrance comes from a top note of neroli combined with the sublime clarity of lilac and opulent rosewood; middle notes of fresh orangeflower, indulgent Jasmine and intriguing white Lily; a hint of carnation with touches of the finest grade vanilla bourbon complete the dry down.
In an interview with The Nation, Aerin explains why she chose to bring back her own Private Collection and talks about the EL product line.

What inspired you to develop your own fragrance line? Was it something your family really wanted you to do?
The timing was right. I always loved the idea of the original Private Collection, which was introduced by my grandmother in 1973. My grandfather told me when I was a little girl that the formula was locked in a safe. As a little girl, I believed it and as an adult I loved the concept.
I had been working on a fragrance for myself based on tuberose and gardenia for years. I shared it with my family and friends and decided it was ready to share with women under the Private Collection name.

What made you decide to share this fragrance  after keeping it private for so long?
I worked on this concept for two years. The Private Collection that Estee first created in 1973 was a wonderful concept. She kept this fragrance for herself and for her close friends. I’ve taken Estee’s Private Collection idea and modernised it for today. Both Estee and I always shared a love for these special white flowers so it made perfect sense to create a fragrance based on these rich notes.

Who is the target group you hope to reach with  this line?
Modern women who love a great fragrance that has a personal perspective and a touch of luxury.

The flacon is beautiful! Do you have a design   background?
The packaging for this fragrance is a combination of everything that I love. The Eau de Parfum cap is hammered gold. Estee herself always used to wear hammered gold pieces of jewellery.
The cap of the Parfum bottle was inspired by a Josef Hoffmann broach at the Neue Gallerie in New York. I love gold with just a touch of blue, cream or pale yellow. I think it looks so rich and modern.

What do you think your grandmother would think of the line? And how much did you channel her and her work ethic during product development?
Estee would be really proud. We always talked about doing a fragrance like this. She always had these flowers in all of her homes.

What are your beauty/style rules? Are there are “always” and “nevers” you follow?
Effortless but chic. Polished skin, nude glossy lips and a touch of bronze. Clothing that’s simple and elegant.

Private Collection Tuberose Gardenia is available at the Estee Lauder counter at Central department stores. The perfume costs Bt12,500 perfume and the eau de perfume goes for Bt3,500.