 |
Viva La Juicy, the latest Juicy Couture feminine fragrance |
INTERNATIONAL. Elizabeth Arden is gearing up to further build on its Juicy Couture business, with the introduction of the second women’s fragrance, Viva La Juicy.
“The entire franchise is performing well, and we want to really develop the brand at an international level,” Elizabeth Arden Director – Marketing and Sales Development Mathias Ogier told The Moodie Report. “Obviously that will include a bigger push within the travel retail channel.”
Moreover, another new Juicy Couture fragrance will be unveiled in summer 2009. And Ogier did not rule out the introduction of a Juicy Couture make-up range. “At some stage colour would be a possibility,” he admitted, “but there will be nothing before two years at least.”
Viva La Juicy is described as crisp, fun and flirty. The juice opens on top notes of mandarin and wild berries, building to a heart of honeysuckle, jasmine petals and gardenia, atop a base of amber, woods, vanilla and praline.
The “boldy-goldly” flacon is decorated with Juicy charms and features a fuchsia-coloured bow-style wrap.
Viva La Juicy will be available as a 50ml and 100ml edp. The ancillaries comprise a 250ml body lotion, a 250ml shower gel and a 200ml body crème.
“Juicy Couture fashion is developing so fast globally, so the awareness of the brand is great,” Ogier noted.
In other news, the company previewed the new feminine fragrance, Pretty, from its flagship Elizabeth Arden brand, at this year’s TFWA World Exhibition. The scent will be launched globally in March 2009.
The fragrance, which features a pink, floral theme, celebrates the ritual of getting ready to go out, according to Ogier. “It represents the last touch, that final, must-have accessory,” he explained.
The juice was created by Givaudan’s Claude Dir; the flacon was inspired by a bud vase.
The positioning of Pretty is slightly younger than for Arden’s last major fragrance launch, Provocative Woman. And Pretty is not represented by the brand’s spokesmodel Catherine Zeta-Jones, but by a regular, “non-celebrity” model.
[comments]
Your post will appear – once approved – in
The Moodie Forum on our home page
MORE STORIES ON ELIZABETH ARDEN
Nuance-Watson (Singapore) gets Juicy at Changi – 14/10/08
Elizabeth Arden colours Mariah Carey Luscious Pink – 21/08/08
Elizabeth Arden takes 5th Avenue nocturnal and shimmers with Red Door – 30/07/08
Elizabeth Arden set to celebrate lucky 08.08.08 date – 03/07/08
Elizabeth Arden polishes Gant’s fragrance portfolio with new, luxury Silver scent – 30/06/08
