The marketing for Juicy Coutour's new perfume, Peace, Love & Juicy Couture is so beautiful. Both the TV and printed ads create the feeling of being in an innocent, fairytale land. They are playful, fun and optimistic including objects like balloons, gobstoppers and chocolate cake that make you dream about being a kid again. The photography was done by the famous Steven Meisel who captures so wonderfully the warmth of the moment and the feeling of being care-free. The music and styling is reminicent of those hippy days that adds to the feeling of being completely free and just happy. That's what these adverts are about, quite simply the feeling of being happy. They include everything that makes girls excited like a child again, sweets, flowers, butterflies, sunshine, cake... It's the girly girls dreamworld that has been applied to all areas of the marketing, even the bottle is covered in jewels and tassels.
This is lovely, all the rich textures and colors create a really attractive world and definitely appeal to my inner little girl! It reminds me of the film Marie Antoinette with Kirsten Dunst, excessive frilliness and lots of nice cakes. But I suppose that didn't end too well...maybe there is a dark side all the decadence...
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