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.
This story first appeared in the July 16, 2010 issue of WWD. Subscribe Today.
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.”
The heavy glass bottle is adorned with turquoise-colored beads, charms — including a heart-shaped peace sign — and pink pompoms, as well as a three-dimensional nameplate. The scent, by Givaudan’s Rodrigo Flores-Roux, has top notes of Meyer lemon tree blossom, wild hyacinth, sweet apple accord and black currant bud absolute; a heart of sambac jasmine absolute, star magnolia, Malibu poppy, honeysuckle and linden blossom, and a drydown of orris extract, sheer patchouli flower and enveloping musks.
“Olfactively, it’s meant to seem as if you’re on the beach in Malibu,” noted Marcy Fisher, vice president, fragrance marketing at Elizabeth Arden.
Eaux de parfum in 1-oz., 1.7-oz. and 3.4-oz. sprays — for $52, $67 and $87, respectively — will be offered, as will a 0.25-oz. eau de parfum rollerball for $18. Ancillaries include an 8.6-oz. body lotion for $45, an 8.6-oz. shower gel for $40 and a 6.7-oz. body creme for $55. Outer packaging is in gradated pinks with turquoise and gold accents, noted Paul McLaughlin, creative director at Elizabeth Arden.
The scent will be available in about 2,000 department and specialty store doors in the U.S. and there will be a simultaneous global launch.
While the executives declined to discuss sales projections, industry sources estimated the scent would do about $40 million to $45 million at retail globally, with about $30 million of that expected to come from U.S. sales. Industry sources estimate that between $10 million and $15 million will be spent on advertising and promotion, with about 75 percent of that spend expected to be done in the U.S.
The print ad, shot by Steven Meisel, breaks in October fashion, beauty and lifestyle magazines. As well, a TV campaign that encompasses “the world of Juicy Couture” — including apparel and other products as well as the fragrance — is being developed and is expected to begin running around Thanksgiving, noted Spiro.