‘Cosmopolitan’ makes beauty debut with new fragrance launch fronted by Ashley Benson

By Becky Bargh | Published: 2-Aug-2019

The new Eau de Juice fragrances are said to be an extension of the brand's ethos

Lifestyle and relationship self-help magazine Cosmopolitan has broken into beauty with its debut fragrance launch.

Created by perfumers at Firmenich, the new Eau de Juice fragrances are said to be an extension of the brand’s ethos.

The scents are named after the mood each one represents.

Extra Concentrated features notes of apple, champagne, praline, amber and patchouli; Pure Sugar is a blend of strawberry, grapefruit, plum blossom, pink pepper, jasmine sambac and praline; 100% Chilled is infused with red berries, bergamot, orange blossom, coconut water, musk and sandalwood; and Love, Unfiltered features notes of red berries, mandarin, wild freesia, star jasmine petals, blonde woods and amber.

It has also partnered with Pretty Little Liars star Ashley Benson to front its marketing campaign.

Getty Images

Getty Images

Meanwhile, Luxe Brands, the company that created Ariana Grande and Nicki Manaj’s fragrances, was commissioned to bring the scents to market.

Hearst Magazine’s Head of Brand Development, Steve Ross, said: “For Eau de Juice we forged the unprecedented collaboration with our talented editors at Cosmopolitan to inspire a range of scents that speak to her every mood and fancy.

“In Luxe Brands we partnered with an innovative industry leader who brilliantly captured the embodiment of our readers with insightful tone and manner in a fun, playful and whimsical way.”

Luxe Brand’s CEO Tony Bajaj added it was “excited” to have worked with Cosmopolitan on the launch.

The fragrances are now available at Ulta Beauty and will roll-out across the US from 5 August.

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here

You may also like