Juicy Couture embraces #PowerofOui with latest fragrance launch

Models Devon Windsor, India Graham, Gizele Oliveira and Luping Wang star in the 'playful and provocative' Oui Juicy Couture campaign

US-based fashion brand Juicy Couture has unveiled the campaign for its latest fragrance, Oui Juicy Couture, featuring models and brand ambassadors Devon Windsor, India Graham, Gizele Oliveira and Luping Wang.

In a video inspired by pop-art and shot by director, photographer and illustrator Quentin Jones, the ambassadors pose among a variety of bright colours, textures and slogans, designed to display Juicy Couture's “playful, take-no-prisoners attitude”, according to the Revlon-owned brand.

Described as equal parts playful and provocative, Oui Juicy Couture opens with notes of watermelon and acai tea accord balanced with fresh pear, leading to a heart of wild tuberose, jasmine absolute and dewy honeysuckle.

Base notes of amber resin and captive musks, as well as Juicy Couture's unique Techno Woods Accord, are said to create an edgy finish, while the fragrance's packaging reinforces this with soft pink and red-orange glass contrasted with an oversized gold pendant bearing the brand's logo.

Revlon acquired the Juicy Couture fragrance license in 2016 from Elizabeth Arden; the brand's scents include Juicy Couture, I Am Juicy Couture and Viva La Juicy.

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