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Iconic Los Angeles fashion brand Juicy Couture invites you to the wildest, over-the-top party in town with Viva La Juicy Soirée, the only fragrance exciting enough for a queen bee
Gather the girls, put on a mask, and let the celebration begin! The Viva Girl draws in fellow revelers with her mysterious charm, her glamorous edge, and the irresistible hint of Viva la Juicy Soirée trailing in her wake. Discover the fantastical escape from reality — a world of vibrant colors, energetic music, and unforgettable scents that’s waiting to be freed #SoireeUnmasked.
Viva La Juicy Soirée is the latest iteration of the best-selling Viva La Juicy, made for the luxury-loving girl who is both glamorous and bold. The celebrated scent has held a coveted spot on the vanities of fashionable Viva Girls ever since. While the original remains an enduring favorite in the Juicy Couture fragrance portfolio, the new fragrance is created with the same essential DNA, interwoven with an exhilarating sense of unbounded liberation and mystery.
The Fragrance
“The optimistic and playful spirit of the Viva girl is the inspiration for Viva la Juicy Soirée. She has an undeniable charm, a carefree attitude, and the ability to captivate those around her. The moment she arrives at any soiree, she lights up the room and the party begins.”
- Honorine Blanc, Firmenich
Viva La Juicy Soirée dazzles with bright and lively fruity top notes that settle like a colorful dusting of confetti atop a well-balanced combination of floral mid notes and warm base notes. Both exotic and playful, the Pink Kiwi is a distinctive note that magnifies the magic of the overall composition.
Notes:
Top: Pink Kiwi, Madarin, Cassis Leaves
Heart: Indian Sambac, Jasmine Petals, Waterlily
Base: Musk, Amber, Soft Woods
The Design
The pink and magenta splatter-painted bottle offers a playful pop of color to any vanity. Encircled by a translucent pink bow, the gemstone cap and regal gold detailing speak to the glamour that the Viva La Juicy brand is known for. Two festive charms — a mask and streamer — are the finishing touches that bring the Viva La Juicy Soirée to life. The mesmerizing holographic effect on the outer carton hints at the extravagant party waiting to be discovered within.
Ad Campaign
Created by New York creative agency Laird + Partners, Viva La Juicy Soirée’s new campaign was directed and photographed by Craig McDean and styled by Alex White. This campaign for the newest fragrance from Juicy Couture introduces new brand muse Grace Hartzel with a digital-first concept that encourages consumers to experience #SoireeUnmasked.
Grace Hartzel is the darling of the fashion industry, serving as the muse to many renowned photographers and designers; in just a few short years, she has walked in over 50 fashion shows. Equal parts cheeky and charming, she epitomizes the effortlessly sexy Viva girl who isn’t afraid to stand out from the pack.
Grace Hartzel is the darling of the fashion industry, serving as the muse to many renowned photographers and designers; in just a few short years, she has walked in over 50 fashion shows. Equal parts cheeky and charming, she epitomizes the effortlessly sexy Viva girl who isn’t afraid to stand out from the pack.
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