Just Moi by Juicy Couture marks a new chapter for the brand, blending signature femininity with an empowered, modern attitude. As a major new launch, the fragrance required a 360-degree creative campaign that spanned digital, social, retail, and internal education. The objective was to build strong pre-launch awareness, drive conversion across key retail channels, and establish Just Moi as a standout pillar within Juicy Couture’s fragrance portfolio.
Juicy Couture needed a comprehensive campaign toolkit and asset suite to support the Just Moi launch across global markets and retail touchpoints. Assets had to align with Juicy’s playful yet sophisticated brand voice while offering flexibility for use in various platforms and formats.
The project began with the development of a comprehensive brand toolkit, which served as the foundation for global creative consistency. This included logo usage, typography, color palette specifications, campaign visuals, and usage guidelines. Designed for ease of access and distribution, the toolkit significantly increased asset retrieval efficiency across internal departments and international markets. It became the standardized template for all future Juicy Couture fragrance toolkits.
Deliverables included:
Above-the-fold (ATF) graphics for product detail pages, optimized for high impact and quick scent education
Social media graphics designed for launch teasers, influencer reposts, and paid placements
In-store display design and photography featured across Macy’s locations nationwide, including large-format duratrans and endcaps
Digital ad creative for the Macy’s Herald Square Jumbotron, securing high visibility during peak foot traffic
Web banners for retail partner sites such as Macy’s, Ulta, and Amazon
Educational materials for retail associates and internal sales teams, including one-sheets and scent story breakdowns
GIF animations to bring the campaign to life on social and digital retail platforms
The cohesive creative rollout positioned Just Moi as a bold, expressive addition to the Juicy Couture lineup. The campaign toolkit improved global launch efficiency, set a new standard for brand operations, and helped drive strong performance both in-store and online.
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