The company say:
Joy is a state of mind, where everything seems possible and nothing is too daunting. This feeling is perfectly captured in the enticing new fragrance from ESCADA – ESCADA Joyful. 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 will be promoted using the hashtag #JoyfulMoments, "inviting consumers to follow the conversation and share their own #JoyfulMoments along the way"
The face of the fragrance is Miranda Kerr, who comments:
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!
The promo campaign was shot in September last year, by renowned fashion photographer, Nathaniel Goldberg in New York’s Roosevelt Island, Joyful’s advertising campaign is built around the concept of tranquil gardens hidden in a bustling city. Set during the early hours of the morning, the heroine deviates from her usual route and makes her way into the gardens.
The fragrance contains notes of blackcurrant sorbet, mandarin and melon in the head; heart notes are violet leaves, pink peony, magnolia, cyclamen, and pink freesia; the dry down features Florimoss – a synthetic moss, sandalwood and honeycomb.
The bottle is designed to evoke skyscrapers in the city, and the outer packaging is designed in green and yellow to reflect "simplicity, femininity and happiness."
Joyful is available as 30ml,50ml and 75ml Eau de Parfum, Body Lotion and Shower Gel.
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