The 'Juicy' Details

I recently decided it's time for a change - I've set out to look for a new brand of perfume.

Now, as most 'scent' wearers are aware of, changing your smell is a monumental moment in a person's life (well, some may believe). In many cases, you are remembered by the scent you wear and the smell you carry.

After speaking with a number of my friends about their recommendations, likes and dislikes, I decided to take up the quest on my own. Yesterday while surfing the net, I crossed paths with the Juicy Couture website, and found myself almost instantaneously mezmorized with their advertisements and visual appeal. My conclusion? To explore their perfume options.

The ads were vibrant with a new, almost 'retro' brand theme, with sayings such as "make a mess," "talk to strangers," and "be loud" written across the webpage. All the individuals in the ads were dressed in a riscay, mismatched, loud and chaotic manner, suggesting to the viewer that 'to be yourself is to wear Juicy perfume and clothing.' It seems Juicy is targeting a young, hip, rebellious group of individuals - which appeals to the general trend of young adults today.

These advertisements were very appealing in therms of ethos, pathos, and logos as well. Juicy, a brand which had already established credibility, is not only looking to appeal to the rebellious and hip emotional state of young individuals today, but is also targeting their ethical standpoint by portraying a group of rebellious, free looking individuals. In today's society, most young adults put high value in individual freedom (even to the point of rebellion). By standing on their credibility and appealing to their target audiences ethics and emotions, they have created a campaign that just might work. It seems their market research team has done their research!

According to these advertisements, Juicy Couture is looking to be the brand teens are 'rebelling' for. Fortunatley for them, the strategy just might work!