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Two years into its partnership with Estée Lauder Companies, Balmain is finally taking beauty seriously. In late August, Lauder launched Balmain Beauty, the conglomerate’s first new brand in nearly two decades, featuring eight fragrances, four of them riffing on classic Balmain scents, some dating back to the early 1940s. In a sign of his commitment to the collection, Balmain creative director Olivier Rousteing transformed the house’s runway show in Paris last week into a living advertisement for the business.
