By  on October 12, 2007

Juicy Couture's fragrance business is going to the dogs...in one sense, anyway.

The brand's creators, Pamela Skaist-Levy and Gela Nash-Taylor, are set to launch Juicy Crittoure — which they are billing as a couture fragrance for dogs, and their owners. They're kicking off the launch in grand fashion today with a dedicated section in their new Rodeo Drive boutique in Beverly Hills.

"We are total dog lovers, and the dog thing is a big part of the Juicy culture," said Skaist-Levy, noting that even the brand's T-shirt slogans —which include phrases such as "Love Me, Love My Dog" — reference the puppy love the Juicy women have for their pets. Added Nash-Taylor: "We have done dog clothes for a while, and doing a pet care line seemed like a natural progression."

The fragrance, done with Givaudan's Rayda Vega, has top notes of Calabrian bergamot, heliotrope and orange flower; middle notes of balsam, Egyptian jasmine and white rose, and a drydown of sandalwood, Madagascar vanilla, feather musks and pink amber.

"We both wanted the fragrance to have a clean smell," said Skaist-Levy. "We didn't want anything chemical or overwhelming — particularly if you're using it on a lap dog." The 1-oz. "pawfum" will retail for $60 and is expected to appeal to — and be worn by — dog owners as well as their pampered pooches.

Ancillary items will include Shampooch Shampoo, $25 for 8 oz.; Coif Fur, a moisturizing conditioner, $25 for 8 oz.; Soft Spot coat conditioning mist, 8 oz. for $20; Pawtection, a softening paw balm, $28 for 1.7 oz.; Polished Paws, nail polish available in pink and brown, $14 each for 0.5 oz.; Paw Polish Remover, $15 for 24 pads; Pawlettes cleansing towelettes, 32 for $25, and Doggy House Spray, 5 oz. for $30.

Nail polish for dogs? "Well, they're not sitting still for the perfect Jessica manicure," joked Nash-Taylor, "but it adds a pop of color." The idea came from a childhood sighting of a poodle with red nail polish.

After its Rodeo Drive debut, the line will enter the balance of its distribution at the end of this month. About 950 doors, including selected doors of upscale department stores, including Nordstrom, Bloomingdale's Saks Fifth Avenue and Neiman Marcus, as well as high-end dog boutiques, will sell the line. National advertising breaks in November fashion, beauty and lifestyle magazines, including Vogue and Teen Vogue.For the holidays, several retailers — including Bloomingdale's — will do separate outposts for Juicy Crittoure. As well, a $25 doggie calendar that will benefit the ASPCA is planned, said Art Spiro, president of Liz Claiborne Cosmetics, which holds the Juicy Couture fragrance license. "Juicy lends itself to being creative and pushing the envelope a bit," said Spiro. "And Pam and Gela love their dogs, so this line is very close to their hearts. We think it's a great opportunity."

While none of the executives would discuss sales projections or advertising spending, industry sources estimated that the Juicy Crittoure line could do upward of $7 million at retail in its first year on counter. The advertising and promotional budget is said to top $1.5 million for the line's first year.

The business may be gone to the dogs, but the pooch line won't be followed by additional animal lines. "We're definitely a doggie culture," said Nash-Taylor. "We're not into cats or parakeets."

The doggie biz isn't all the Juicy gals are working on. Their next project, a men's fragrance called Dirty English, will be launched in March, and two additional women's fragrances are also in the works, said Skaist-Levy and Nash-Taylor. Promotional efforts for the men's project will include a compilation CD, which DJ Brett Brooks put together for Skaist-Levy and Nash-Taylor.

As well, Skaist-Levy and Nash-Taylor are in the process of creating P&G, a project which will include two juices — one named for Pam and the other for Gela — that consumers can mix together themselves, essentially creating custom-blended scents.

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