Clinique's New Oriental.(Clinique Laboratories introduces Simply, new fragrance)

Byline: Julie Naughton NEW YORK - The four years that it took to develop Clinique's latest fragrance proves that simple doesn't mean easy.

The new scent, dubbed Simply, may have what sounds like a straightforward mix, but "it's actually quite complex," noted Raymond Matts, vice president of corporate fragrance development worldwide for the Est?e Lauder Cos.

There's a big reason for the close attention to detail: Matts' goal to reinvent the Oriental category. "The Oriental category doesn't do extremely well in the U.S. at the moment," Matts said, "but I think there's a tremendous opportunity looming." He's out to lead the charge for change by shaking up the …