Juicy Couture’s New Cool-Girl Fragrance Is Their Best Yet

Juicy Couture I Am Juicy Couture Eau de Parfum

Juicy Couture, a name once synonymous with velour track suits, has grown up like the varsity girls that wore them. Their Juicy Couture and Viva La Juicy fragrance lines reflected the feminine, whimsical charm that the brand began with, but there’s a new Juicy sister hitting counters this month—and she’s a lot more bold, sophisticated and downright cool.

The new I Am Juicy Couture Eau de Parfum ($74 for 1.7oz) features the effortlessly glamorous Behati Prinsloo as its new face—an unexpected yet perfect match. The fragrance is truly unlike any other the brand has launched, which is reflected in a different bottle style from the others (yet it still pays homage to the original—turn it upside down and see).

The fruity floral scent is all about rebellious glamour, cool confidence and stylish luxury. It has a lovely balance of fruity notes like raspberry, pomelo and passion fruit, with soft florals like gardenia, rose and sweet pea, then ending with the warmth of soft musks, woods and amber.

It’s an easy-wearing, year-round fragrance that is both uplifting and adrenaline-pumping (can I describe a fragrance like that?) at the same time. Its universally-flattering appeal makes us give it our kiss of approval. Spritz it on and conquer the day with confidence!

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