France might have dropped off the top 20 most competitive countries in the world, according to the World Economic Forum, but the French language still holds its own when it comes to shifting fragrances. Proof is, Juicy Couture’s TV ad for its latest fragrance, La Fleur, told with an accent as French as its name.
Yet Juicy Couture is one of the least French brands in fashion. Born in Los Angeles in 1997, it made its name with Gothic bum writing on velours tracksuits before being bought by Liz Clairborne, an American fashion group, with its fragrance licensing operation ran by Elizabeth Arden. The company tagline, “Made in the glamorous USA” proclaims its American roots.
You won’t find French either in the La Fleur fragrance, beyond its name (La happens to be the acronym for Los Angeles as well as a French article). Russian model Sasha Pivovarova fronts the campaigns “depicting the mischievous, the fun-loving side” of the Juicy girl, according to LeAnn Nealz, Juicy’s president and chief creative officer. To describe the new juice, Nealz calls on words which have been used in the past à propos French style, including “romantic” and “ever-chic”, but they have been so overused by now they barely have a nationality. This is a purely marketing French accent which doesn’t quite fit with the rest of the brand image.