Travel Retail and Duty Free Business Intelligence    Saturday 25 October 2014

FRAGRANCES

Elizabeth Arden takes Viva La Juicy nocturnal with new Noir fragrance

Published: 18/04/13

Source: ©The Moodie Report

By Rebecca Mann, Associate Editor

Elizabeth Arden is set to extend its Juicy Couture fragrance franchise with a new, limited-edition scent, Viva La Juicy Noir. It will be launched in selected markets in July, before rolling out worldwide in August.

The line is said to explore the seductive side of the original Viva La Juicy fragrance. “The scent pays homage to the limitless possibilities that night-time can bring,” noted Elizabeth Arden Senior Vice President Global Marketing Robin Mason. “Viva La Juicy Noir is the embodiment of the fun-loving Viva muse, who is always the life of the party. Unapologetic, she takes risks and gets rewarded. We are excited to expand the Viva La Juicy portfolio for a limited time with the launch of Viva La Juicy Noir.”

The juice opens on notes of berries and mandarin, building to a floral heart of honeysuckle, gardenia and jasmine. The base blends amber, caramel, vanilla and sandalwood.

The fragrance flacon is a metallic pink, topped with a black satin bow. The outer carton is a matching pink and black.

The Viva La Juicy Noir fragrance launch will be supported with a comprehensive campaign that includes print, digital and in-store animations. The advertising visual features model Sasha Pivovarova, and was shot by photographers Inez and Vinoodh.

The product line-up comprise 50ml and 100ml edps (US$70 and US$90 respectively) and an edp Rollerball Duo, featuring a 5ml Viva La Juicy and 5ml Viva La Juicy Noir, priced at US$25.