Ted Baker to launch first premium fragrance

Est. ’88 is also the label’s first stand-alone scent

Ted Baker London, whose beauty business is part of KMI Brands’ portfolio, is poised to launch its most premium fragrance to date.

Est. ’88 – a reference to the launch date of the Ted Baker brand in 1988 – is described as a “sophisticated citrus floral with a green dimension”. It opens with citrus top notes of petitgrain and mandarin, combined with cardamom, pear and green stems; a floral heart of lily, neroli and rose; and base notes of soft woods and amber.

A departure from the label’s Ted’s Sweet Treats collection, which is available via pharmacies and lets girls buy into the Ted Baker lifestyle at an entry-level price, Est. ’88 has been developed for the quintessential Ted Baker woman.

It is also the first stand-alone scent from Ted Baker that isn't part of a collection.

The architectural, soft-touch, opaque, pink bottle is offset with a metallic rose gold bow and matching cap. The colours, textures and designs are inspired by those used throughout Ted’s womenswear and accessories collections.

Launching in February, the fragrance costs £30 for 30ml and £50 for 100ml, and will retail in selected Ted Baker stores and online at tedbaker.com.

The launch will be supported by an extensive influencer-led digital campaign, as well as Ted Baker’s first fragrance window display at its store in Canary Wharf, London. This will feature art from 'paper engineer' Sarah Louise Matthews, which mirrors the concertinaed paper used as a backdrop in the fragrance’s promotional imagery.

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