Juicy Reimagined

Juicy Couture Mash-up:

Fashion brand pushes the boundaries with innovative ingredients.

L.A. fashion House Juicy Couture is shaking up the fragrance industry this month with a new fruity-floral fragrance for her with added woody-green notes called Oui Juicy Couture. It’s a refreshing and upbeat scent aimed at Millennials. And to create it, they tapped one of the world’s foremost perfumers: Honorine Blanc. She was determined to create unique ingredients that would give the scent a surprising twist.

Perfumer Honorine Blanc

“The Juicy girl is all about life and energy. This Juicy fragrance is about saying ‘oui’ to the thrilling excitement of life’s adventures. I tried to capture a sense of movement through new expressions of fruits, beautifully lush florals and the vibrancy of super-luxe woods,” she explains. “I hope that this fragrance, a new expression of feminine strength, vitality and lights has been exposed for the entire world to see. Oui, Real! Oui, Fresh! Oui, Fun!”

To start Honorine mixed watermelon with lemon to create a brand new accord she named “Water Lemon”. She then created an Acai Tea Natureprint. It captures the sweetness of Acai and the elegance of tea. To add a floral kick, she chose sustainably sourced wild tuberose from India. And for the drydown, she developed techno woods, a blend of woods, captive musks and amber resins for lasting power. It’s a blend of ingredients never used in a fragrance before.

To capture the youthful vibe of the fragrance, Juicy Couture chose four models for the ad campaign. Devon Windsor, Luping Wang, India Graham and Gisele Oliviera sport vibrant Juicy outfits in front of colour-blocked backgrounds. It has a 90s retro pop-art feel to it.

Oui Juicy Couture is available in Canada at Hudson’s Bay stores and thebay.com