On the heels of the ten year anniversary of the pink velour tracksuit that Paris Hilton helped make famous, Juicy Couture is launching its newest scent: Peace, Love & Juicy Couture.
The fragrance's entire vibe -- from scent to packaging -- is a nod to the brand's California roots.
"It's inspired by the bohemian sensibilities of Malibu, with a Native American touch," Marcy Fisher, vice president of fragrance marketing for Juicy Couture, said at a recent launch event in New York City.
The bottle, which features a heart-shaped peace sign and hot pink tassels, is wrapped with a beaded turquoise bracelet that doubles as a stylish accessory and underscores the brand's girly DNA.
"Juicy Couture has always been unapologetically fun and optimistic," says Kate Foster, vice president of marketing.
Floral notes are the highlight of the juice, featuring a blend of lemon tree blossom, wild hyacinth, sweet apple accord, black currant, jasmine, star magnolia and honeysuckle, with a dry down of sheer patchouli and musk.
Peace, Love & Couture's upcoming ad campaign culls together some of fashion's biggest talents, with photography by Stephen Meisel, makeup by Pat McGrath and hair by Orlando Pita.
The perfume will officially launch in September, though you can nab an exclusive rollerball at Nordstrom right now for $18. And like Juicy Couture's previous scents, the fragrance will originally launch as a limited edition item, but will be transferred to permanent status if it sells well on shelf.
According to brand executives, the fragrance motivated Juicy Couture's entire fall fashion line, which will be the first created by guest designer Erin Fetherston. Co-founders Gela Nash-Taylor and Pamela Skaist-Levy left Juicy Couture in January.
But have no fear, Juicy girls -- we predict the party isn't going to end any time soon.
Want to see some secret sketches for Juicy Couture's holiday collection? We've got the goods.