Cosmo Squeezes Juice in the U.K.

LUXE Brands and Cosmopolitan team up to bring the Eau de Juice fragrance across the Atlantic.

October 30, 2020

LUXE Brands, the beauty company behind Ariana Grande’s fragrance franchise, and

Cosmopolitan

have teamed to launch the Eau de Juice fragrance in the U.K.

The deal was brokered by IMG and will be available exclusively at The Fragrance Shop. It is crafted by renowned perfumers at Firmenich with fresh, modern fragrance blends that are savvy and complex.

“We’re so excited to bring Eau de Juice to the U.K. market,” says Claire Hodgson, editor-in-chief,

Cosmopolitan UK

. “With four bespoke scents, the fragrance offers our highly engaged audience a new opportunity to experience the

Cosmopolitan

brand.”

Each scent within the collection is titled to match a mood: Extra Concentrated, 100 percent Chilled, Love, Unfiltered and Pure Sugar.

“Our vision was to create a brand narrative that is aspirational yet relatable, with a wink of humorous sensibility,” notes Noreen Dodge, chief marketing officer, LUXE Brands. “The concept, fragrances and packaging bring this collection to life for our consumer.”

Originally

launched in the

U.S. last year

, the four-scent fragrance collection will debut in the U.K. in time for the holidays.

“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 Tony Bajaj, chief executive officer, LUXE Brands. "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."