Experience the Power of Oui  • it's a Sher thing
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Experience the Power of Oui 

If you’re a regular reader of the blog, you’ll know that we are no stranger to the Juicy Couture brand. Their sensational looking bottles immediately grab our attention, while their magnificent scents keep us captivated. This new fragrance is no different. The bottle is magnificent looking, with impecable attention to detaill and the scent is sweet, modern and obsessive.

 

Juicy Couture, captures the essence of a generation and its unstoppable spirit through a new fragrance brand, Oui Juicy Couture. Packed with innovative ingredients, Oui Juicy Couture is a show-stopping, wear-everywhere fragrance designed to be equal parts playful and provocative. Who runs the world? Oui do.

Highlighting the complex, multi-faceted personality and lifestyle of the modern Juicy Couture Girl, Oui Juicy Couture is a beautiful dichotomy of feminine strength and weightless optimism through bold and soft notes. Created for those who are not afraid to break away from the status quo, lean in and speak her mind, Oui Juicy Couture is about fearlessly saying “oui” to the things she believes in: love, adventure and happiness. The Juicy Girl lives every day authentically with confidence, purpose and flair, actively pursuing her ambitions and leaving her mark, all while having the time of her life.

Shot by famed photographer, director, and illustrator Quentin Jones, who personifies the creative energy and vitality of the brand, the edgy pop-art-esque campaign is refreshingly modern and expressive, bringing to life the #PowerofOui through wild textures, bright colors, and larger-than-lifeOui Juicy Couture maxims! Featuring the members of the Oui squad – Devon Windsor, India Graham, Gizele Oliveira, and Luping Wang, each ad and video displays their distinctive version of cheeky, take-no-prisoners Oui Juicy Couture attitude.

THE FRAGRANCE

“With Oui Juicy Couture, we created a new fragrance inspired by this new generation of Juicy Couture consumers. We want these modern women to go on a journey of self-discovery, bringing their unique personalities to the experience of wearing fragrance. The fragrance is lighthearted and upbeat; it is the personification of today’s Juicy Couture Girl with her carefree spirit, candor, curiosity, and joy. Welcome to the world of YES!!”

–        Honorine Blanc, Firmenich

 

Sparkling, Juicy Opening

The scent pops with the tart juiciness of premium fragrance notes: Waterlemon Accord – a mouthwatering, nostalgic concoction of watermelon and lemon—and Acai Tea Accord inspired by current food trends. The two notes balanced with the infusion of fresh Pear create an addictive opening like no other.

Sleek, Floralcy Heart

The provocative Wild Tuberose from India paired with the sophisticated Jasmine Buds Absolute and luminous Dewy Honeysuckle in the highest-quality floral bouquet radiate playful femininity—a core foundation of Juicy Couture’s DNA.

Complex, Woody Dry Down

Richly glowing Amber Resins take on the warmth of Captive Musks and anchor the unique Techno Woods Accord for an edgy finish that lifts the entire composition.

Interview with Honorine Blanc – Master Perfumer at Firmenich

What is the inspiration for OUI JUICY COUTURE?

The Juicy Couture brand is all about femininity, optimism, and a healthy dose of attitude. Today, young women are attracted to the fun and irreverent DNA of Juicy Couture. With OUI Juicy Couture, we created a new fragrance inspired by this new generation of Juicy Couture consumers. I want these modern women to go on a journey of self-discovery, bringing their unique personalities to the experience of wearing fragrance. The fragrance is lighthearted and upbeat; it is the personification of the Juicy girl with her carefree spirit, candor, curiosity, and joy. Welcome to the world of YES!!

 

What was the creative process that turned your initial inspiration for OUI into a finished
fragrance?

I aimed for a fragrance construction that was modern, with true clarity and strength. Both natural ingredients and molecules were used to give OUI Juicy Couture luminosity, contrast, a sense of weightlessness and a fresh sensuality. I knew the fragrance not only needed to have an easy sophistication, but also the playful spirit of the OUI woman.
Juicy, Juicy, Juicy… the word is so important to the brand, so I made sure OUI Juicy Couture has a mouthwatering “hook” that captures her attention right away, and doesn’t let her go!

How would you describe the scent?

OUI Juicy Couture is energetic, feminine, and a bit rebellious – with a luminous and vibrating structure. It is juicy (literally!) from the first spray to the dry down. Its sparkle and refreshing quality immediately gets your attention; the floral heart is playful and provocative; the back notes are modern and sleek, with a lingering addictive piece.

What are the key notes in OUI?

The scent opens with the tart juiciness of the Waterlemon Accord. Acai Tea Accord and Pear Infusion entice the senses with fun ingredients that are ‘now’. The provocative Wild Tuberose from India paired with the sophisticated Jasmine Buds Absolute and luminous Dewy Honeysuckle radiate playful femininity. Richly glowing Amber Resins take on the warmth of Captive Musks, with the anchor of the Techno Woods Accord giving an edgy
finish that lifts the entire composition.

 

What are the most innovative notes?

Watermelon and Lemon mingle in the innovative Waterlemon Accord, an alluring scentthat makes you want to smell it over and over. Our sense of taste and smell are linked so when smelling OUI Juicy Couture, your taste buds are activated. Additionally, used for the first time in a fragrance, elegant iced tea is infused with radiant acai berry to create the refreshing, sparkling, and invigorating Acai Tea Accord. In the base, the Techno Woods Accord is both soft and strong, very much like today’s generation; the composition of contemporary woody molecules lends a vibrant anchor of intoxicating energy to the fragrance.

What notes or combinations of notes communicate the edginess?

The edginess comes from the Wild Tuberose, a beautiful, petally flower but with a provocative feminine side. It offers a fresh floral impression and a velvety sensuality as well. The woody molecules were designed to bring depth to the fragrance, such as the Techno Woods Accord—it is very modern and pulses with energy.

What kind of woman do you envision wearing the fragrance?

She is complex yet carefree and has a genuine conviction about life and her place in it. Her personality radiates with energy and confidence. With a spray of OUI Juicy Couture, she should feel beautiful, confident and ALIVE; she should feel lighthearted, and strong— like she can take on the world and say, “OUI! Why not?”

What sets OUI apart from the best-selling Viva La Juicy fragrance?

Both fragrances have femininity and optimism, but a new element of energy sets the new fragrance apart from Viva La Juicy. OUI Juicy Couture has a heightened sense of luminosity. The mouthwatering fruits and citrus on top, the sparkling floralcy in the heart, and the modern woods in the back make OUI Juicy Couture distinctive and different.
This new scent’s aura is a touch edgy and provocative, but it stays playful and fun.

Price: R1499.00 (100ml), R1199.00 (50ml), R999.00 (30ml)

You get the gorgeous tote bag with your purchase of a 100ml fragrance – you’re welcome!

Tamryn Sher
tamrynsher@gmail.com
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