Azurée by Estée Lauder was launched in January 1968, a time of sweeping cultural change and emerging modern sensibilities. The late 1960s were defined by social liberation, youthful rebellion, and the dawn of second-wave feminism. Fashion was shifting dramatically—from the elegant formality of early ‘60s silhouettes to the more relaxed, expressive styles of mod, bohemian, and ethnic influences. Designers like Yves Saint Laurent, Mary Quant, and Emilio Pucci were in their prime, introducing bold colors, geometric prints, and relaxed tailoring. In perfumery, this was a transitional period: aldehydic florals like No. 5 were still dominant, but earthy chypres and green fragrances were gaining popularity, reflecting a return to nature and individuality.
The name “Azurée” carried distinct connotations of warmth, glamour, and escape. It is a made-up word, a clever blend of “azure”—a vivid sky blue or the color of the Mediterranean Sea—and the “ée” ending lifted from Estée’s own name. Though not a real French word, Azurée sounds French and elegant, lending it a sophisticated, aspirational tone. Pronounced “ah-zur-AY,” it evokes imagery of golden sunlight shimmering on the sea, sun-kissed skin, coastal breezes, and the languid luxury of Cap d’Antibes, where Mrs. Lauder had a vacation home. There is a sense of serenity, but also chic worldliness—the fragrance of someone well-traveled, confident, and modern.
Mrs. Lauder once described Azurée as “a golden girl, languorously basking in the warm Mediterranean sun. She is the eternal optimist spreading sunshine everywhere she goes.” This description was more than a marketing line—it positioned Azurée as a fragrance for the self-assured woman who embraced her sensuality and optimism. Women of 1968, increasingly carving out independent identities, would have related to this message. Perfume was still deeply tied to aspiration, and Azurée offered a sensory passport to a life of affluence and sunshine, far removed from the turmoil of protest and political unrest that also defined the decade.
