We were greeted as we walked in the door by semi-naked men dipped in gold to a darkened ‘cave’ with the imagery of the new campaign (seen here) featuring Sasha Pivovarova and decadent displays of the new fragrance amongst the flowers around the venue.
While drinking bubbles and Cosmo Cocktails and snaffling down yummy canapes, the lovely PR Manager Simone Cunico stepped onto the stage to welcome guests alongside Mary Beth Mazzotta, Vice President of Regional Marketing for the Southern Hemisphere for Elizabeth Arden, to chat about the new fragrance.
“We’re here tonight to introduce you to our new Viva La Juicy ad campaign and some new innovations we have coming your way this Fall” . “We all know Juicy Couture is a fashion icon throughout the world, but it’s also made a big, unique footprint in the fragrance world.” – Mary Beth Mazzotta
The brand has had huge success with their Juicy Couture Fragrances; Viva La Juicy, Couture Couture and Peace Love & Juicy with Viva continuing to be a top seller around the world.
Mary Beth also shared some insights into the brand’s new direction: “The evolution of Viva La Juicy is happening right now because Elizabeth Arden has been working very closely with the new creative director of Juicy Couture fashion LeAnn Nealz.”
“You will see through the fashion design you see out there now she has taken the Juicy Couture brand from a youthful aesthetic to a sophisticated feel. This is the the next step for the Juicy Couture brand and I think we really captured that in the ad visual.”
The new campaign ties in with the release of a limited-edition version of the Viva La Juicy fragrance, a bolder version of the original fragrance.
We were also entertained by uber talented Aussie-born Tongan singer Prinnie who performed two songs with her Juicy inspired back-up dancers and boy her voice is good, I found her on youtube, you have a listen to her!
The limited-edition Viva La Juicy fragrance will retail for RRP$165 (100ml) and will be available from November 6th, 2011.
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