Joining the Juicy Couture perfume collection is the brand’s newest fragrance in four years – I AM JUICY COUTURE. The perfume unleashes an intoxicating romantic scent that is sweet and fruity.
While the top notes consist of raspberry, pomelo and passion fruit provided the rich fruity component, the floral element is strengthened with gardenia, heliotrope, rose de mai and sweet pea. The foundation of the scent is comprised of soft musk, warm woods, and amber.
Juicy Couture is looking to solidify their presence in the millennial market. Entitled the ‘glamorous rebellion’, the campaign is specifically targeted to young independent women.
Let’s look no further than the press release for a description of the perfume’s evocative style:
“I AM JUICY COUTURE is for the girl who lives and breathes Juicy Couture and always wants more. She’s bold and fearless with an individual spirit and style that makes a statement to the world. I AM JUICY COUTURE evokes the glamorous rebel in every Juicy girl. She daringly proclaims exactly who she is not in order to declare who she is. She’s a confident and unabashed trend-setter with a casual and luxurious sense of style. Never a wallflower, she has a dynamic personality that fascinates and enthralls, and a captivating femininity that creates a sensation wherever she goes.”
In order to represent the outward spirit of the fragrance, supermodel and wife of Adam Levine, Behati Prinsloo, was called onto the project. She is the new face of I AM JUICY COUTURE that will be featured in various advertisements as well as the commercial shot by Solve Sundsbo.
Paul McLaughlin is credited with the design of the bottle, and Juicy Couture enlisted the help of artisanal perfumer Dora Baghriche-Arnaud in the making of the fragrance.
The U.S. release date is set for July 1, and consumers worldwide can grab their hands on the product in August.
Juicy Couture’s I AM JUICY COUTURE will be available in 30ml for $54, 50ml for $74 and 100ml for $94.
Photo Credit: Via: flickr/Myrtle Beach TheDigitel
