Viva La Juicy Debuts New Campaign

NEW YORK, Aug. 5, 2011 /PRNewswire/ -- This fall Viva La Juicy debuts its new global advertising campaign to reflect the feminine, flirty style distinctive to the brand. In a collaborative approach between Juicy Couture and Elizabeth Arden, the new images reflect a modern and sophisticated take on the iconic best-selling fragrance, recognized the world over for its fabulous notes of mandarin, gardenia and sandalwood.

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The evolution of the renowned fragrance's image from a youthful aesthetic to a more stylish, elevated feel aligns with the brand's current creative direction led by LeAnn Nealz, President and Chief Creative Officer. "We took our inspiration from a beautiful girl in the afterglow of a wonderful evening. She gets dressed in couture, goes out to a party, has a great time, and even possibly gets into a bit of trouble," said Nealz.

"Since Viva La Juicy made its debut in 2008, it has become one of the top 10 prestige fragrances in the U.S. and maintained itself as a top 10 player," said Robin Mason, Senior Vice President of Global Marketing at Elizabeth Arden. "Viva La Juicy's success presents the perfect opportunity to reinforce our support for the fragrance, reinvigorate the franchise and partner with Juicy Couture to present the new Viva La Juicy fragrance and fashion creative direction."

Cutting-edge fashion photographers Inez Van Lamsweerde and Vinoodh Matadin, expertly capture the feminine spirit and modern sensibility of the Juicy Couture woman in the new campaign. The images feature the grand luxury of a chic Parisian apartment, a beautifully appointed elegant space that becomes an ornate hideout from paparazzi helplessly drawn to the Viva woman and her scent.

Top model Sasha Pivovarova, with her just-kissed lips, falling hair and smudged eyeliner, depicts a mischievous, fun-loving side to the brand's ideal consumer -- a modern, relevant woman both educated and cultured, who never takes herself too seriously.  

Viva La Juicy ads will debut across the U.S. in stores in late July 2011, followed by a comprehensive media plan, including print, digital and outdoor advertising in September 2011.

About Viva La Juicy Fragrance

Made from a delightful mix of mandarin orange, wild berries, honeysuckle, gardenia and creamy amber, Viva La Juicy is playful and alluring. The fragrance is boldly-goldly bottled, dangled with Juicy charms and rocked in a fuchsia wrap. Produced under a licensing partnership with Elizabeth Arden, the fragrance sensation continues to find global success in numerous retailers and new markets.

About Juicy Couture

Juicy Couture is a glamorous, irreverent and fun lifestyle brand for the decidedly fashionable. Known for ascending the track suit to its status as a casual luxury icon, juicy couture continues to evolve, bringing the same confident, whimsical and feminine attitude to all its designs.

Founded in 1997 by Pamela Skaist-levy and Gela Nash Taylor, Juicy Couture was acquired by industry titan Liz Claiborne Inc. in 2003.  Today, the global phenomenon offers an assortment that spans fashion apparel for women, girls and baby, handbags, shoes, intimates, swimwear, fragrance, accessories, jewelry, sunglasses and small goods.

Juicy's latest endeavor, bird by juicy couture, is an elevated collection that brings street-wear chic to sophisticated luxury, creating quintessential wardrobe pieces for the effortlessly current woman.  

The world of Juicy is growing and evolving at an unprecedented pace. Juicy Couture is available throughout North America in over 100 Juicy Couture and Juicy Couture outlet stores, select department stores and online at juicycouture.com. Juicy Couture is also currently sold in retail destinations in 60-plus countries across Europe, Asia, Latin America and the Middle East.

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Juicy Couture

SOURCE Juicy Couture

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