08.01.19
Luxe Brands has partnered with Cosmopolitan, the young women's media brand, to launch a fragrance line -- Eau de Juice.
The fragrance collection includes four scents, in an innovative bottle designed to look like a juice drink container -- complete with a straw.
"Eau de Juice is cheeky, witty, and fun," says Cosmopolitan editor-in-chief Jessica Pels. "Fragrance is the busy girl's best secret weapon, and considering the fact that Cosmo readers account for one third of all beauty spending in this country, this is the perfect new extension for our brand."
Tony Bajaj, CEO, Luxe Brands says, "As an entrepreneurial company, Luxe Brands prides itself on engaging in strategic and innovative partnerships to connect with consumers around the world in the beauty category. Our latest venture in business with Hearst Magazines expands our footprint within the industry; we couldn't be more excited to have the legacy and heritage of Cosmopolitan behind us."
This partnership was brokered by IMG, Cosmopolitan's exclusive global licensing representative.
Pop-Art-Inspired Packaging
Beyond the "juice" itself, Cosmopolitan's ethos is captured through the unique patent-pending, pop-art inspired packaging.
Enlisting the help of Brooklyn based design team POWERSHOVEL, the groundbreaking design for Eau de Juice features four juice boxes, complete with a lip print on the straw.
The bottles are decorated in four "Instagrammable shades" -- metallic gold, glossy white, soft-touch blue—and, of course, millennial pink.
"Our vision was to create a brand narrative that is aspirational yet relatable, with a wink of humorous sensibility," notes Chief Marketing Officer of Luxe Brands, Noreen Dodge. "The concept, fragrances and packaging all needed to bring this to life for our consumer."
The 'Juice'
The collection of scents are "fresh, modern blends that are savvy and complex...to celebrate the sweetness and excitement of your juiciest moments," the press release states.
Each fragrance within the collection is playfully titled to match a mood - descriptions follow.
- Extra Concentrated, by Firmenich Perfumer Ilias Ermenidis, is described as, "Too much is never enough. For when you're feeling your most over-the-top." The top notes are apple, champagne accord; the heart is praline; and a base of white patchouli and golden amber.
- Pure Sugar, by Firmenich Perfumer Clément Gavarry, is described as, "Why isn't everything pink? For when you're feeling sweet and flirtatious." Wild strawberry, pink grapefruit are the top notes; followed by a heart of plum blossom and pink pepper; with jasmine sambac and praline at the base.
- 100% Chilled, by Firmenich Perfumer Honorine Blanc, is described as, "Set your status to OOO. For when you're feeling cozy and warm." The top notes are red berries and bergamot; with a heart of orange blossom and coconut water; and cashmere woods, musk, and sandalwood at the base.
- Love, Unfiltered, also by Clément Gavarry, is described as, "Simple? I don't know her. For when you're feeling like self-love is the best love." The top notes are red berries and mandarin; followed by a heart of wild freesia, and star jasmine petals; with a base of blonde woods and amber.
Ross continues, "We partnered with an innovative industry leader who brilliantly captured the embodiment of our readers with insightful tone and manner in a fun, playful and whimsical way."
Additional Details
The Eau de Juice Collection of fragrances will be sold exclusively at Ulta Beauty online starting August 1, 2019 and in stores nationwide on August 5, 2019.
The bottles are 1.7 oz/50 ml Eau de Parfum sprays, and will retail for the U.S. suggested retail of $55.00.
Ashley Benson is the face of the campaign. Luxe Brands is also the company behind Ariana Grande's award-winning fragrance franchise.
