Iconic lifestyle brand Juicy Couture introduces Viva la Juicy La Fleur, a new olfactive interpretation of the original best-selling fragrance, Viva la Juicy. Launching in July 2012 in North American prestige department stores, and August 2012 in European and other International markets, Viva la Juicy La Fleur explores a new facet of the original Viva la Juicy brand.
A permanent addition to the Viva la Juicy collection, Viva la Juicy La Fleur is a sparkling floral bouquet that reveals the softer, sheer side of the original Viva la Juicy fragrance. A fresh interpretation, La Fleur embodies modern femininity.
“Juicy Couture is a lifestyle brand for the girl who appreciates the couture in the everyday—from her handbag to her fragrance,” says LeAnn Nealz, President and Chief Creative Officer of Juicy Couture. “She is stylish and confident, and likes a touch of whimsy. La Fleur explores the softer side of Viva and re-interprets it in an undeniably feminine way. This fragrance is the perfect complement to our Fall 2012 collection.”
Sheer, playful and addictive, Viva la Juicy La Fleur is an irresistible fragrance that embodies the Juicy Couture adage: Celebrate the Couture in the everyday.
The Viva la Juicy muse is model Sasha Pivovarova, who personifies spontaneity, irreverence and allure. Sasha is glamorous and always the life of the party. She lives life with Viva!
Viva la Juicy La Fleur is a new facet to Sasha's glamorous life – that moment when she is swept up in the excitement of first love. The brand embodies the intoxicating sensation of falling in love and the exhilarating feeling that takes over when nothing else matters. It is another side of Sasha, as she floats through the daydream of her romance, awash in the emotions of first love.
“With the launch of Viva la Juicy La Fleur we set out to complement the best-selling Viva la Juicy fragrance,,” says Robin Mason, Senior Vice President of Juicy Couture Fragrances. With the success of Viva la Juicy, we wanted to offer our loyal consumers something new and special. Viva la Juicy La Fleur is a fresh perspective on this best-selling fragrance. It's beautifully balanced, with juicy florals and the addictive gourmand notes inherent in the classic Viva la Juicy scent. We are excited to expand the Viva la Juicy fragrance wardrobe for our consumer.”
The Fragrance Viva la Juicy La Fleur is a veil of Viva la Juicy's modern floral gourmand structure—a luminous bouquet with juicy accents. The bright eau de toilette combines a sparkle of mandarin and wild berries with a hedonic blend of dewy honeysuckle, gardenia petals and jasmine. Signature creamy gourmand notes, reminiscent of the original Viva la Juicy, linger in the background as the sheer scent envelops your skin.
A splash of wild berries, mandarin and waterlily floats lightly on the top, sparkling with a bright, ethereal wink.
A harmony of sheer florals entwine into a modern heart of lush honeysuckle, gardenia petals and soft jasmine.
Creamy vanilla, mouth-watering caramel and warm sandalwood create an enticing drydown that draws you in.
The Packaging In the spirit of Juicy Couture, a faceted glass cap tops the lofty vintage-inspired Viva la Juicy La Fleur bottle, etched with romantic swirls of garden blossoms. The Juicy Girl loves accessories—for herself and her fragrance. Adorning the cap is the signature magenta Viva bow, now sheer to complement the fragrance within. Gold charms dangle from the classic Couture safety pin—a playful nod to the glamour, flirtation and irreverence inherent in Viva la Juicy.
Packaged in a blushing pink box with fanciful floral and gold accents, Viva la Juicy La Fleur is romantic, stylish and oh-so couture – the perfect complement to Viva la Juicy!
Viva la Juicy La Fleur will launch with a comprehensive support campaign, including print, scent, digital and in-store animation.
Building upon the breakthrough success of the new Viva la Juicy advertising visual, shot by renowned photography team Inez and Vinoodh, Viva la Juicy La Fleur will launch with the creative featuring famed model Sasha Pivovarova. A hero shot will complement the beauty visual, with the luxe La Fleur bottle ensconced in a bed of flowers.
The brand will also launch with a short film that captures the essence of the new Le Fleur edition and the original Viva la Juicy heritage. The film will bring the spirit of the brand to life and become the cornerstone of the digital campaign.
Viva la Juicy La Fleur Eau de Toilette, 150 ml AED 445
Viva la Juicy La Fleur Eau de Toilette, 75 ml AED 320
Available @ Areej