I love catchy tagline. Do you? ESCADA introduced another new fragrance for women and this time they named it Joyful. Joy, I hope you’re reading this. Describing this perfume is like describing you HAHAHA 😀
Joy is a state of mind, where everything seems possible and nothing is too daunting. That is what ESCADA had in mind. The brand captured this feeling perfectly in the enticing new fragrance. The luminous scent embodies happiness in a bottle. The ESCADA Joyful woman approaches life with positivity, spontaneity and confidence. She is captivated by the beauty in the world around her and this plays out in all that she does, helping her to experience #JoyfulMoments and good fortune in return.
The fragrance is inspired by the moment of joy one feels when receiving a beautiful bouquet of fresh-cut flowers, the fragrance reveals a beautiful, fresh pink peony, surrounded by dewy white florals, awakening an inner feminine happiness. And with this new fragrance comes a new face – Miranda Kerr – featuring in an advertising campaign for the fragrance.
International Supermodel Miranda Kerr reflects the many facets of ESCADA Joyful. She is the ESCADA woman. Her outlook on life and blend of natural sophistication, confidence and spontaneity make Miranda Kerr the perfect ambassador for the fragrance. Exuding effusive positivity and joie de vivre, she embodies Joyful and the ESCADA brand.
“I am delighted to be associated with ESCADA Joyful. I love what the fragrance stands for – it’s about seizing the small opportunities, and finding pleasure and joy in the moments that make up your day. For me, the scent conjures beautiful memories of hand-picking a fresh bouquet of flowers. It is enriched with undertones of earthy sandalwood and delicate pink peony which I absolutely adore, as peony’s are one my favourite flowers!”
Mirander Kerr on being being the new face of ESCADA Joyful
The Scent Description
Joyful is a light and delicate scent with the shimmering quality of morning dew. The scent is described as a delightfully floral scent.
The fragrance opens with blackcurrant sorbet which releases a gentle icy sensation to the skin. Energising notes of mandarin and melon give the fragrance a free-spirited, playful energy.
The fruity accords are balanced by a twist of violet leaves, adding sparkle and shimmer to the fragrance, while pink peony adds a light vitality. Natural magnolia oil creates a new wet freshness, which is deepened by the perfect blend of cyclamen, and peppering pink freesia. Magnolia oil and pink peony are enhanced by the newly synthesised moss note, called Florimoss, which adds depth to the fragrance, and gives it a transparent, creamy character.
The warm dry down features a unique ingredient, Florimoss, – projecting an earthy tone wrapped by the familiarity and creaminess of sandalwood and the rich warmth of honeycomb –adding a natural depth to the floral tones.
ESCADA Joyful will be creating #JoyfulMoments throughout the campaign, inviting consumers to follow the conversation and share their own #JoyfulMoments along the way.
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