Elizabeth Arden and Avolta partner in Juicy Couture fragrance relaunch at Spanish airports
Revlon renewed its long-standing Juicy Couture global licensing deal with Authentic Brands Group earlier this year
Revlon-owned Juicy Couture fragrances has partnered with Avolta to create a series of high-profile airport activations in Spain to promote the relaunch of the group’s Juicy Couture fragrance portfolio.
Revlon renewed its long-standing Juicy Couture global licensing deal with Authentic Brands Group earlier this year. As part of the deal, Revlon will continue to exclusively produce and market all Juicy Couture fragrance pillars worldwide, in addition to expanding the product portfolio. New launches are planned across core fragrances and scented ancillary lines, to enable consumers to experience the Juicy Couture lifestyle across their beauty routines.
Viva la Juicy targets the next generation
The 2025 Juicy Couture activation series began at Málaga-Costa del Sol Airport Departures Terminal 1 with a major campaign that ran from April until the end of May. The second key installation, at Adolfo Suárez Madrid-Barajas Terminal 1, went live in early May and continued until the end of June. The third activation took place at Palma de Mallorca Airport from June 1-30.
The key focus of the campaign was the best-selling Viva La Juicy fragrance, which is enjoying a successful renaissance as part of the brand’s general relaunch. Bold yet cool – and full of on-trend Y2K energy – Viva La Juicy is resonating anew with today’s travelers, attracting additional fans alongside existing loyal consumers.
The high-profile Malaga animation was located in a prime position, at the entrance to the terminal’s main fragrances and cosmetics store. It incorporated impactful hot pink and metallic merchandising and signage, for maximum visual impact.
Key features included a candy cart overflowing with pink marshmallow sweets, referencing the signature sweetness of the juice, and an eye-catching, giant-sized floor-standing fragrance flacon display, complete with pink bows and the iconic “J” pendant. Aligning with their role as Brand Ambassadors, the activation’s Beauty Advisors were also kitted out with Viva La Juicy’s famous pink hair bows and matching branded pink uniforms.
Another highlight was the interactive ‘spin to win’ slot machine-style digital touchpoint. Travelers who played and matched three symbols could win exclusive Juicy Couture gifts such as signature bow keychains, pink handbags and fragrance samples.
Finally, to boost digital reach and further drive consumer engagement, Arden created customized geofilters for Snapchat and TikTok, to encourage travelers to share their on-site “Juicy” moments.
“It’s been incredibly rewarding to bring Juicy Couture fragrances back to the forefront of EMEA Travel Retail,” commented Melina Morel-Messina, Revlon/Elizabeth Arden Business Development Account Manager. “This relaunch is the result of strong collaboration and a shared vision between Revlon/Elizabeth Arden and Avolta.
“We knew Juicy Couture had the potential to make a powerful comeback, and we worked hard to secure the right moment. From negotiating impactful promotional mechanics to securing high-visibility locations, every detail was crafted to reintroduce the brand with the confidence and glamour it deserves.
“Viva La Juicy is more than a fragrance – it’s a statement – and we’re proud to see it reconnect with its fans in such a bold way. Witnessing it light up Spanish airports and resonate with a new generation of travelers is truly thrilling,” Morel-Messina added.
