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Viva La Juicy Debuts New Campaign

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The evolution of the renowned fragrance's image from a youthful aesthetic to a more stylish, elevated feel aligns with the brand's current creative direction led by LeAnn Nealz, President and Chief Creative Officer. "We took our inspiration from a beautiful girl in the afterglow of a wonderful evening. She gets dressed in couture, goes out to a party, has a great time, and even possibly gets into a bit of trouble," said Nealz.

"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."

Cutting-edge fashion photographers Inez Van Lamsweerde and Vinoodh Matadin, expertly capture the feminine spirit and modern sensibility of the Juicy Couture woman in the new campaign. The images feature the grand luxury of a chic Parisian apartment, a beautifully appointed elegant space that becomes an ornate hideout from paparazzi helplessly drawn to the Viva woman and her scent.

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.

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