LeAnn Nealz: Viva la Juicy La Fleur is a fresh, floral interpretation of our bestselling Viva la Juicy. While Viva is seductive and glamorous, La Fleur captures a softer, more romantic side of the ever-chic Viva girl. We were inspired by the first delicate blossoms of spring.
Nealz: With the tremendous success of Viva la Juicy, we knew that we had more to offer the Viva girl. You can’t get much more seductive and alluring than Viva, so the natural direction was to go softer. We looked at [top model] Sasha Pivovarova, the inspiration behind Viva, and knew that La Fleur needed to represent a flirtier, more playful side of her.
Nealz: The Viva la Juicy ad features top model Sasha Pivovarova and was shot by renowned photographers Inez Van Lamsweerde and Vinoodh Matadin. The campaign captures the feminine and chic spirit of Juicy Couture. Sasha depicts the mischievous, fun-loving side to our girl — someone modern, on-trend, educated and cultured, and who doesn’t take herself too seriously.
Nealz: The romantic mood of Viva la Juicy La Fleur translates into airy fabrics. Our classic lace and fluid silk dresses are the perfect complements to this floral fragrance.
Nealz: The La Fleur girl loves to layer on her accessories. Whether it’s bangles, charms or chains, her jewelry is a mainstay of her everyday look. Her bag holds a little bit of everything — her favorite shade of lipstick, iPhone, gold sunglasses, car keys, Smartwater, mints, and of course, her signature scent, Viva la Juicy La Fleur. She’s always ready for anything!
Nealz: The top two fragrance notes for 2012 are both floral — the orchid and the orange flower. Viva La Juicy La Fleur follows suit by infusing our classic Viva with a splash of mandarin mixed with the scents of orchids, water lilies and gardenias. The result is an ethereal scent that is absolutely perfect for a crisp fall day.
Nealz: Juicy girls know how to leave a lasting impression, and the perfect fragrance is sure to make a statement. Scents with romantic notes like gardenia and jasmine, and warmer notes like vanilla and caramel, are both feminine and addictive.
Viva la Juicy La Fleur is available in two sizes: 5.0 fluid ounces EDT and 2.5 fluid ounces EDT, for $90 and $70, respectively.
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