This month Juicy Couture is launching a new fragrance: I AM JUICY COUTURE. The ad features supermodel Behati Prinsloo. The Advice Sisters tweeted this news (@advicesisters) the minute it was announced to the media!
In March, I gushed about the limited edition Hollywood Royal, the new fragrance from Juicy Couture with a flashy bottle and young “rock royalty” as the inspiration on The Advice Sisters web site. The Juicy Couture brand may be a magnet for causal chic-ster/millennials, but Juicy Couture also wants to position itself as a luxury brand Women of all ages love Juicy Couture’s casual, carefree vibe. What ties all of the women and girls together is their love of luxury and quality — whether they’re working to afford it, or indulgent parents are providing the means to get the booty.
Behati Prinsloo is a good choice to be the face of this fragrance. She is a supermodel: sexy, young, the epitome of the inspiration — young, outgoing girls with a bit of a rebellious streak who like to make a statement. The usual adjectives apply: trend setter, daring, confident, casually elegant, dynamic, fascinating, bold fearless….
To prove the point, perhaps, I AM JUICY COUTURE makes its own statement, beautifully housed in a stunning, facted clear glass flacon with a crystal-studded cap — an homage to Juicy Couture’s iconic jewelry with toggle and chain details. While a lot of department store brand fragrances hover around the $50-$75 price range, the 3.4 oz. of I am Juicy Couture Eau de Parfum Spray is $94.00; 1.7. fl. oz is $74.00 and a 1 oz spray is $54.00 and the coordinating Shimmering Body Lotion is $45.00. A roller ball (.33 fl. oz) will appeal to the young woman with a feel for luxury and class but no cash, at an approachable $22.00
Perfumer Dora Baghriche of Firmenich designed the fragrance and it definitely delivers. It’s a masterful blend, featuring top notes of raspberry, pomelo and passion fruit (which start strong but dissipate quickly) to reveal a heart of heart of gardenia, heliotrope, rose de mai and sweetpea (unusual but not too sweet), and the base, which is more sensual and sits on your skin for the duration of it’s life, is a nice blend of soft musks, warm woods and amber. You can wear this in the warmer weather of Summer, because it’s really fairly lightweight, but as Fall and Winter approach, it will be the “date night” scent of the millennial. Frankly though, I think their moms will snatch it for their date nights, too!
Starting this month, You can get I AM JUICY COUTURE at Macy’s department stores and online at macys.com