Behati Prinsloo has been announced as the new face of Juicy Couture Fragrances. The Victoria’s Secret Angel will be the face of the brand’s latest fragrance, I Am Juicy Couture. the first new pillar scent for the brand in almost four years.
The new fragrance features a sweet blend of raspberry, passion fruit, gardenia and cashmere woods, sweet peas and amber notes blended together with the millennial consumer in mind. The first campaign shot features a magenta-lipped Prinsloo crushing a handful of flower petals. Shot by acclaimed photographer Sølve Sundsbø, Behati’s Juicy Couture ad captures the enchanting essence of the scent with breathtaking shots of the 26-year-old giving a smoldering look at the camera, according to InStyle.
“I love what the perfume stands for -- the message to girls is to be independent, to be reckless, glamorous, and not apologetic,” Prinsloo said in a news release. She added that the signature fragrance is about being individual and nonconforming, not being afraid of who you are. I Am Juicy Couture rolls out nationwide starting July 1, and more sneak peeks of the campaign will arrive on social media very soon. The fragrance will be available at Ulta, Dillards, Macy’s and Nordstrom stores next month.
According to the brand, the fragrance evokes the glamorous rebel in every Juicy girl, who daringly proclaims exactly who she is not in order to declare who she is. The news release also added that the Juicy Couture girl is confident and unabashed trendsetter with a casual and luxurious sense of style. She is not a wallflower, she has a dynamic personality that fascinates and enthralls, and a captivating femininity that creates a sensation wherever she goes, it said.
“The new Juicy Couture fragrance makes a statement, and in Behati we found the perfect girl to capture the spirit of the brand,” Robin Mason, senior vice president of global marketing at Elizabeth Arden, told WWD. He added that the supermodel is a dynamic woman with global appeal. She is not only a Victoria’s Secret model, but was the first spokesmodel for the brand’s Pink line. She has also been the face of T by Alexander Wang, O Oscar de la Renta, Tommy Hilfiger, DKNY Jeans, and more.