Eau de Juice launches into Australian market

Luxe Brands and Cosmopolitan enter uncharted territory with a juicy foray into fragrance

It’s not uncommon to see new fragrance launches cropping up around this time of year, but there is nothing ordinary about the newly released Eau de Juice.

Launched by Luxe Brands – the powerhouse beauty company behind Ariana Grande’s award-winning fragrance franchise – in collaboration with Cosmopolitan, and arriving in Australia through Escentials Brands, Eau de Juice is a well-rounded four-scent collection.

While Cosmopolitan reaches over 13 million women in the US, Global Head of Brand Development & Chief Licensing Officer for Hearst Magazines, Steve Ross has a clear image of its customer.

Eau de Juice promotional staff with guest at fragrance launch

“Fragrance is a Cosmo girl’s best secret weapon and the new ‘Eau de Juice’ collection inspire a range of scents that speak to every whim and fancy while adding a little pizazz to her daily routine,” says Ross.

Crafted by perfumers from Firmenich, each fragrance in the collection is titled to match a mood.

Eau de Juice is not saturated with logos or names, unlike other celebrity fragrances.

Packaged in pop-art inspired juice cartons, the presence of Cosmopolitan’s brand is rather implied than overt. This gives the wearer freedom to embody the scent rather than the reverse.  

While Eau de Juice has been available to American consumers in Ulta Beauty since August, the fragrances hit Australian shores last week and was celebrated with a media launch at Hacienda in Sydney’s Circular Quay.

Guests at Eau de Juice launch at Hacienda

In attendance were media and influencers who sampled the fragrances. Momentum Promotions provided event support via promotional staff.

The success, or otherwise, of launches has a lot to do with the human touch at the point of sale. Escentials Brands continues its commitment to engaging bright-eyed, savvy staff who have been thoroughly briefed on the product.

Momentum Promotions had a team circulating at the media event, sharing the scents, describing the personalities and spritzing the juices and bringing each fragrance mood to life.

And finally, coming in at an accessible price point of $69, these fragrances were created with Gen Z in mind.  

Eau de Juice is available exclusively to Priceline from 25th October 2019.

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