THE JUICY COUTURE CASE STUDY MARCH 2017THE CHALLENGE Two decades after JUICY COUTURE launched, the Brand needed to restore itself as the iconic, coveted power player it once was. The fragrance division had to take the lead and bring the Brand back to relevance. The Brand has always been described as feminine, exuberant and daring. To carve out a unique territory, it was important to reestablish JUICY’s message in a current and relatable way. THE OBJECTIVE Through the launch of a new pillar and the repositioning of Viva La Juicy, the goal was to make a strong statement about the Brand’s identity. With fragrance leading the way for the Brand, JUICY had the potential to return to top-ten status, even after some years of falling behind. THE STRATEGY The heart of JUICY was alway

Join for free to read