The young women’s media brand, Cosmopolitan and the beauty specialists Luxe Brands have come together for the creation and launch of a new fragrance collection called Eau de Juice. The partnership was brokered by IMG, Cosmopolitan’s global licensing representative.
The collection is available online from this week, as well as at Ulta Beauty locations across the US frm August 5. An international roll-out is planned for early 2020, through which the line-up of four scnts will be available to the global market.
The scents, crafted by renowned perfumers at Firmenich are each titled to match a mood: Extra Concentrated, 100% Chilled, Love Unfiltered and Pure Sugar.
“It’s been said, a woman is not fully dressed without her perfume and for Eau de Juice we collaborated with our friends at Luxe Brands, and our talented editors to curate and inspire a range of scents that speak to her every whim and fancy, allowing Cosmo girls of all ages to add a little extra to their daily routines,” said Steve Ross, global chief licensing officer and head of brand development for Hearst Magazines.
“And considering the fact that Cosmo readers account for one third of all beauty spending in this country, this is a perfect brand extension.”
Eau de Juice is a brand experience powered by innovation at all touch points. Beyond the fragrance itself, Cosmopolitan’s ethos is captured through the pop-art inspired packaging. Enlisting the help of Brooklyn-based design team Powershovel, the patent-pending design for Eau de Juice collection is served up in four shades—from metallic gold to millennial pink, glossy white and soft touch blue.
“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,” said 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.”