Juicy Couture is expanding its fragrance offering with the launch of Viva La Juicy Noir, an extension of Viva La Juicy, created by Honorine Blanc of Firmenich to be a seductive counterpoint to the original scent.
At its London launch, the only thing not washed in pink were the sampling girls dressed in leopard-print velour Juicy Couture jumpsuits. Walls, flowers, champagne — nothing in the Georgian rooms at Home House escaped Juicification.
The air was fragranced with the new scent, which has fruits and wild berries at its top, a heart of gardenia petals, honeysuckle and jasmine sambac. At its base is vanilla and sandalwood. According to Blanc, the fragrance is intended to be a more intense, seductive and bold interpretation of the original. “We wanted Viva la Juicy Noir to shift away from the fresh sparkle of the original Viva la Juicy into a tempting and ultrafeminine scent,” she said, adding that the scent was designed to “evoke a feeling of the limitless possibilities that nighttime can bring.”
The scent will come in three sizes of eau de parfum, 30 ml. for 35 pounds (about $53.95 at current exchange); 50 ml. for 47 pounds (about $71.10), and 63 pounds for the 100-ml. version (about $95.30). There will also be a 10-ml. duo roller ball available with a 5-ml. Viva La Juicy Noir and a 5-ml. original Viva La Juicy.
The scent will be launched next month in the U.K. and the U.S. and then roll out globally in August and September. Eventually, it will be carried in approximately 8,000 doors.
The launch is being supported with a print campaign starring Sasha Pivovarova, who was photographed by Inez Van Lamsweerde and Vinoodh Matadin. It will break in July in August issues, and in July issues for weekly titles.
Robin Mason, senior vice president of global marketing at Elizabeth Arden, which licenses the Juicy Couture fragrances, said the company expects Viva La Juicy Noir to make $30 million globally in its first year on counter.