Love the advertisement!
Part of the appeal of the scent is the mineral accord - and JCE himself even credits it with being the true secret of the juice. And of course the orange/mandarin citrus note is so important. The coloration and the desert theme, with the dry air, are all consistent. The scent is clearly trying to evoke that magic moment when you get stop in the desert or on a scenic overlook in the dry mountains, and take a deep breath.