Cosmopolitan launches Eau de Juice with Luxe Brands

Actress Ashely Benson fronts campaign for the collaborative launch of four new fragrances, including Love Unfiltered and 100% Chilled

Written by Rhys Thomas

Posted 02.08.2019 | Lifestyle

Cosmopolitan launches Eau de Juice with Luxe Brands thumbnail

Cosmopolitan has joined forces with beauty label Luxe Brands on the launch of a new fragrance collection called Eau de Juice.

The collection of four scents are crafted by renowned perfumers at Firmenich. Each fragrance within the line is playfully titled to match a mood – Extra Concentrated, 100% Chilled, Love Unfiltered and Pure Sugar – with fresh, modern fragrance blends that are described as “savvy and complex”.

The partnership was brokered by IMG, Cosmopolitan’s global licensing representative.

“It’s been said, a women is not fully dressed without her perfume, and for Eau de Juice we collaborated with our friends at Luxe Brands, and our talented editors, to curate and inspire a range of scents that speak to her every whim and fancy, allowing Cosmo girls of all ages to add a little extra to their daily routines,” says Steve Ross, Global Chief Licensing Officer and Head of Brand Development for Hearst Magazines. "And considering the fact that Cosmo readers account for one third of all beauty spending in this country, this is a perfect brand extension.”


Each 50 ml Eau de Parfum spray in the Eau de Juice collection comes in pop-art inspired, patent-pending packaging – designed by Brooklyn-based agency Powershovel – in four shades: from metallic gold to millennial pink, glossy white and soft touch blue.

“As an entrepreneurial company, Luxe Brands prides itself on engaging in strategic and innovative partnerships to connect with consumers around the world in the beauty category," says Luxe Brands CEO, Tony Bajaj. "Our latest venture in business with Hearst Magazines expands our footprint within the industry; we couldn’t be more excited to have the legacy and heritage of Cosmopolitan behind us."

Actress Ashley Benson is the face of the collection’s launch campaign. Eau de Juice is now available exclusively online and at Ulta Beauty locations across the US, with an international roll-out planned for early 2020.


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