Cosmopolitan's Eau de Juice Boasts Social Media-Friendly Packaging
Laura McQuarrie — August 1, 2019 — Fashion
References: cosmopolitan & prnewswire
Eau de Juice is a new line of fragrance launched by Cosmopolitan that shares four high-end scents in playful packaging that references the idea that the liquid inside perfume bottles is called "juice" within the beauty industry. The product is described as "cheeky, witty and fun" by Cosmopolitan editor-in-chief Jessica Pels and is exclusively available through Ulta Beauty.
Each fragrance in the collection is designed to match a different mood, including: Extra Concentrated, 100% Chilled, Love, Unfiltered and Pure Sugar. While Extra Concentrated with top notes of champagne was created "for when you're feeling your most over-the-top," Pure Sugar is a sweet and flirtatious scent with Millennial pink packaging to match.
Cosmopolitan named Ashley Benson as the face of Eau de Juice's fragrance collection campaign.
Each fragrance in the collection is designed to match a different mood, including: Extra Concentrated, 100% Chilled, Love, Unfiltered and Pure Sugar. While Extra Concentrated with top notes of champagne was created "for when you're feeling your most over-the-top," Pure Sugar is a sweet and flirtatious scent with Millennial pink packaging to match.
Cosmopolitan named Ashley Benson as the face of Eau de Juice's fragrance collection campaign.
Trend Themes
1. Playful Packaging - The trend of using playful and unconventional packaging for products, such as fragrance, offers an opportunity for disruptive innovation in the beauty industry.
2. Mood-based Fragrances - Creating fragrances designed to match different moods allows for personalized and unique scent experiences, presenting an opportunity for disruptive innovation in the fragrance industry.
3. Celebrity Brand Collaborations - The trend of partnering with celebrities to promote and endorse fragrance collections offers an opportunity for disruptive innovation in the beauty and celebrity endorsement industries.
Industry Implications
1. Beauty Industry - Creating fragrance packaging with playful designs and concepts can disrupt the traditional beauty industry by appealing to consumers looking for unique and fun products.
2. Fragrance Industry - Developing mood-based fragrances that cater to different emotions and experiences can disrupt the fragrance industry by offering personalized scent options.
3. Celebrity Endorsement Industry - Collaborating with celebrities to promote and endorse fragrance collections can disrupt the traditional celebrity endorsement industry by creating unique and exclusive products.
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