“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.”
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.
If you wish to learn more about various fragrances, you may want to fragrance news at the Fashion Newspaper. Also, you can learn more about fragrances at the fragrance guide section on Apparel Search.