With its first pillar scent in four years, I Am Juicy Couture, the apparel brand and its fragrance licensee, Elizabeth Arden, are hoping to snare a Millennial audience — and their dollars.
The scent begins shipping this month and will be on counter in all doors in the U.S. by July 1. Global doors will begin selling the fragrance in August.
“This is a significant moment for the Juicy Couture franchise,” said Robin Mason, senior vice president of global marketing for Elizabeth Arden, which holds the Juicy Couture fragrance license. “We wanted to make a declaration of where Juicy Couture is today and who the Juicy Couture customer is. We also wanted to make a declarative statement about how Millennials of today can express their individuality. We looked into the white space in the prestige category and the opportunity to grow the Juicy franchise by appealing to that segment of our audience; we’re building the story around who we want to appeal to. It’s an entirely new psychographic — glamorous rebel. And the Juicy girl is irreverent and unapologetic — she’s not predicable or conventional.”
Nick Woodhouse, president and chief marketing officer of Authentic Brands Group, which owns the fashion brand, added: “Fragrance is a significant tentpole category for Juicy Couture, and I Am Juicy Couture taps into another dynamic of the Juicy girl and solidifies Juicy Couture’s expanding position as a global luxury brand.”
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Firmenich’s Dora Baghriche concocted the juice, which has top notes of raspberry, pomelo and passion fruit, a heart of gardenia, heliotrope, rose de mal and sweetpea, and a drydown of soft musks, warm woods and amber.
The eau de parfum will be available in three spray sizes — 1 oz. for $54, 1.7 oz. for $74 and 3.4 oz. for $94 — as well as a rollerball, $22 for 0.33 oz. There will also be a shimmering body lotion, $45 for 6.7 oz.
The fragrance bottle, designed by Paul McLaughlin, is a classic decanter shape with Juicy Couture’s signature jewelry toggle and chain detail.
“I love what this perfume stands for — the message to girls is to be independent, to be reckless and glamorous and not apologetic,” said Behati Prinsloo, who appears in the ads for I Am Juicy Couture. The ads feature the model making her own form of perfume by crushing fresh blooms in her hands — which Prinsloo loves for its do-things-your-way vibe. “It’s about being individual and nonconforming, not being afraid of who you are,” she said. The advertising campaign was shot by Solve Sundsbo and begins running in August fashion, beauty and lifestyle magazines.
An extensive digital component is also planned, including a teaser campaign on social media before the main campaign, noted Geri Archer, vice president, North America marketing for Elizabeth Arden.
“We want to provide the opportunity for Millennials to engage with the brand by offering interactive activations, where they can share social content and participate in contest challenges,” said Archer. “It’s about getting [the Millennial] into the brand and inviting her to be part of the conversation.” User-generated content will be a major component of the campaign, she added.
While all executives declined to discuss projected sales, industry sources estimated that I Am Juicy Couture could do upward of $50 million in global retail sales in its first year on counter. In the U.S., it will be sold in about 2,000 department and specialty store doors, including Macy’s, Dillard’s, Ulta and Nordstrom.
Key markets outside the U.S. include the U.K., Germany and travel retail, said Mason, and the brand is aiming to make a splash in Asia, she said. “We’ll be focusing a lot on China, and we also have Middle Eastern distribution that we’re developing,” said Mason. “Through some of the work that’s happening on the fashion side, in some of these markets we’re going to really be able to capitalize on that, a brand that is finally becoming a little bit more of a household name.”