Aerin Lauder, granddaughter of Estee Lauder recently launched a fragrance in honor to Estee, who died in 2004. The new Private Collection fragrance is called Tuberose Gardenia and incorporates Estee’s favourite flowers. Talking to Vogue.com, Aerin Lauder described the new fragrance as fulfilling a market need: “When my grandmother launched the first Private Collection scent in 1973, it was all about quiet, personal luxury and I think that’s something there’s a really strong market for today. The modern consumer wants something fast and easy and cheap, then she’s mixing that with something very high-end and luxurious. That’s where this scent comes in.” With a price tag of $300 for 1 oz (30 mL) of Parfum and $65-120 for the Eau de Parfum , Tuberose Gardenia is exclusively available at Harrod’s and soon at Neiman Marcus and other specialty stores. Aerin modeled the ad campaign herself as well as designed the cap which is embedded with natural semi-precious gems in different shapes, making each one unique.