Luxe Brands and Cosmopolitan magazine have announced the launch of a four-scent fragrance collection, named Eau de Juice. The perfume campaign will be fronted by Ashley Benson.
“In the spirit of Cosmo and our 81 million strong audience of modern young women, Eau de Juice is cheeky, witty, and fun,” says Cosmopolitan Editor-in-Chief Jessica Pels. “Fragrance is the busy girl’s best secret weapon, and considering the fact that Cosmo readers account for one third of all beauty spending in this country, this is the perfect new extension for our brand.”
The juices were created by Firmenich’s perfumers and are described as ‘fresh, modern blends that are savvy and complex’. The fragrances have been named Extra Concentrated, 100% Chilled, Love, Unfiltered and Pure Sugar and are packaged in pop-art inspired packaging featuring juice boxes complete with lip print on the straw, designed by Powershovel.
“As an entrepreneurial company, Luxe Brands prides itself on engaging in strategic and innovative partnerships to connect with consumers around the world in the beauty category,” says Luxe Brands CEO, Tony Bajaj of the collaboration. “Our latest venture in business with Hearst Magazines expands our footprint within the industry; we couldn’t be more excited to have the legacy and heritage of Cosmopolitan behind us.”
The fragrances launched exclusively on Ulta Beauty’s online store on August 1, and hit bricks-and-mortar shelves yesterday.