This fall Viva La Juicy debuts its new global advertising campaign to reflect the feminine, flirty style distinctive to the fragrance brand. In a collaborative approach between Juicy Couture and Elizabeth Arden, the new images reflect a modern and sophisticated take on the brand, known for its notes of mandarin, gardenia and sandalwood.
The evolution of the fragrance’s image from a youthful aesthetic to a more stylish, elevated feel aligns with the brand’s current creative direction led by LeAnn Nealz, president and chief creative officer.
“We took our inspiration from a beautiful girl in the afterglow of a wonderful evening. She gets dressed in couture, goes out to a party, has a great time, and even possibly gets into a bit of trouble,” said Nealz.
Fashion photographers Inez Van Lamsweerde and Vinoodh Matadin, capture the feminine spirit and modern sensibility of the Juicy Couture woman in the new campaign.
The images feature the grand luxury of a chic Parisian apartment, a beautifully appointed elegant space that becomes an ornate hideout from paparazzi helplessly drawn to the Viva woman and her scent.
Top model Sasha Pivovarova, with her just-kissed lips, falling hair and smudged eyeliner, depicts a mischievous, fun-loving side to the brand’s ideal consumer — a modern, relevant woman both educated and cultured, who never takes herself too seriously.
Viva La Juicy ads debuted across the U.S. in stores in late July 2011, to be followed by a media plan, including print, digital and outdoor advertising in September 2011.
Made from a delightful mix of mandarin orange, wild berries, honeysuckle, gardenia and creamy amber, Viva La Juicy is stated to be playful and alluring.
According to the company, the fragrance is boldly-goldly bottled, dangled with Juicy charms and rocked in a fuchsia wrap. It is produced under a licensing partnership with Elizabeth Arden.
Juicy Couture is a glamorous, irreverent and fun lifestyle brand for the decidedly fashionable. It offers an assortment that spans fashion apparel for women, girls and baby, handbags, shoes, intimates, swimwear, fragrance, accessories, jewelry, sunglasses and small goods.