By  on July 16, 2010

Call it Juicy Couture’s hippie phase: The brand’s latest scent, Peace, Love & Juicy Couture, is intended to channel the free-spirited, Sixties-style vibe of Malibu.

Due in September, the scent is “going back to the core of Juicy,” said Art Spiro, executive vice president, global fragrance marketing for Elizabeth Arden, which handles the Liz Claiborne brand’s fragrances. Juicy Couture’s eponymous first fragrance launch, in 2006, “broke the rules,” said Spiro, noting that it launched with 13 stockkeeping units and bottles adorned with charms and nameplates. “Like the first launch, Peace, Love & Juicy Couture uses unexpected olfactive notes and adorns the bottles with whimsical touches that will make a strong impact at retail.”

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