One of the iconic ready-to-wear fashion labels of the 2000s, Juicy Couture, will launch a new pillar fragrance meant to woo the generation of women Millenials called I Am Juicy Couture...
You've got to embrace the marketing speak used by execs to introduce the new fragrant offering. It's different but well worth the type of language used to describe perfumes more poetically. Robin Mason, senior vice president of global marketing for Elizabeth Arden said,
"We wanted to make a declaration of where Juicy Couture is today and who the Juicy Couture customer is. We also wanted to make a declarative statement about how Millennials of today can express their individuality. We looked into the white space in the prestige category and the opportunity to grow the Juicy franchise by appealing to that segment of our audience; we're building the story around who we want to appeal to. It's an entirely new psychographic -- glamorous rebel. And the Juicy girl is irreverent and unapologetic -- she's not predicable or conventional."
Further, Nick Woodhouse, president and chief marketing officer of Authentic Brands Group owner of the fashion section of the label commented,
"Fragrance is a significant tentpole category for Juicy Couture, and I Am Juicy Couture taps into another dynamic of the Juicy girl and solidifies Juicy Couture's expanding position as a global luxury brand."
Perfumer Dora Baghriche of Firmenich signs the eau de parfum which opens on top notes of raspberry, pomelo and passion fruit seguing into a heart of gardenia, heliotrope, rose de mai and sweetpea while resting more enduringly on a base of soft musks, warm woods and amber.
Behati Prinsloo will be the model spokesperson for the fragrance who said that she loves what the perfume stands for and in particular she was sensitive to the DIY philosophy which is expressed in the ad visuals showing her crushing floral petals in her hands as if stating that anyone can extract scent and make perfumed products on their own.
"The eau de parfum will be available in three spray sizes -- 1 oz. for $54, 1.7 oz. for $74 and 3.4 oz. for $94 -- as well as a rollerball, $22 for 0.33 oz. There will also be a shimmering body lotion, $45 for 6.7 oz."