Lifestyle and apparel brand Juicy Couture has created a new perfume targeted specifically for the Millennial generation that will be accompanied by an ad campaign preaching ‘glamorous rebellion.'

Developed with fragrance licensee Elizabeth Arden, I Am Juicy Couture is the company's first fragrance in four years and is pitched primarily towards Millennials with a sweet fruity scent that features top notes of raspberry, pomelo, passion fruit, gardenia, heliotrope, rose de mal, sweetpea, musk and amber.

Fronting the new scent will be model and wife of Adam Levine, Behati Prinsloo.

Ads

"I love what this perfume stands for. The message to girls is to be independent, to be reckless and glamorous and not apologetic," she told WWD.

"It's about being individual and nonconforming, not being afraid of who you are."

Prices for the eau de parfum start $54 USD. I Am Juicy Couture will arrive in US stores July 1 before expanding worldwide in August.