by: Elena Knezhevich
The new Escada Joyful Moments is already in stores. It follows the success of the first perfume of the line, Escada Joyful. Beautiful Miranda Kerr was invited to introduce Escada Joyful to the world. We were lucky enough to be invited to the photo and video shooting to Santa Monica and to experience it from beginning to the end.
Escada has been known for its tropical exotic fruity cocktails to such an extent that ladies have considered a new Summer Escada fragrance as a must-have in their perfume wardrobes. The seasonal fragrances have been so captivating that many customers have complained about their discontinuation after the season was over.
Since 2011 Escada decided to extend their presence to the market of everyday luxury perfumes. The brand managers have focused on youthful but charismatic aroma materials and modern design and have invited beautiful women for their ad campagnes.
Especially Escada, in flattened square bottles (a bold image of luxury which Gucci and then Dolce & Gabbana have put into circulation), appeared one by one in three years (2011, 2012 and 2013). The face of the line was Bar Refaeli and the main aromatic theme was eternal rose.
In 2014 a new perfume line was announced. With the support of Miranda Kerr's beauty, Escada Joyful has made its way to stores and then to ladies' hearts, being easy and elegant, beautiful in and out, with no obligation in the appearance or age of its owner, but with the benefit of smelling modern. The secret was peony. A flower which is endlessly inspiring, but very difficult to recreate in a fragrance. Miranda Kerr admitted that this was her favorite flower and she was glad to smell it in the Joyful perfume.
In 2015 the Joyful fragrance got a fruity addition—mouthwatering fresh lychee, which has intensified the fruity side, freshness and the sweet floral effect of peony. However, it still is a peony perfume.
Miranda Kerr, who promotes a healthy lifestyle, often pictured with a beautiful smile and charming dimples, with a great sense of humor, was a very suitable choice for an optimistic perfume.
Escada Joyful Moments has become more intense and bright in many meanings. The jus inself is colored bright pink, a color of joy, hope and youth. Lychee has made the composition an even more intense fresh floral. Miranda herself chooses bright colors, especially bright red lipstick as you can see.
I gladly share the official pictures of Miranda Kerr for Escada Joyful Moments.
It was a long day for all who participated in the photo shoot. Miranda changed several outfits, bright and black, all complementing her ideal body. She was posing listenning to music of her choice, and her playlists were really very diverse. It cheered us all.
I was offered the chance to make my own image of the perfume using what ever I wanted in the room. I was really flattered and enthusiastically got to work. I had a bunch of flowers, a beautiful room, and the ocean and the sun outside the window. It was all I needed for a Summer mood of the fragrance. I saw it like this:
I liked the design of the bottle much better than the short Especially Escada. It is a very handy bottle with a beautiful stopper.
White window shades filtered the sun. I've always loved the clean and cozy feeling they provide, dividing a cozy world inside and an open world outside the window.
I found it a good symbol which suited the fragrance universe.
The ocean and the good weather couldn't be unnoticed for a Joyful perfume!
BEHIND THE SCENES by Fragrantica:
The many hours of photo shooting were actually interesting. The photographers and Miranda were very particular about the lighting and they changed rooms to get the most light in them.
Miranda chatted and joked with photographers in a lively way. The photos were coming, natural and spontaneous, to the great joy of photographers who were enthusiastically smiling back at their model. She was fantastically photogenic. This is what amazed me when I had a peek at the screen of the computer with her pictures.
No Photoshop, no balance, immediately naturally beautiful.
This was the smallest and maybe the oldest of the participants, Miranda's dog Frankie. You will see her in the commercial.
Going back to the fragrance, I want to remind you of its composition (from the press release):
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Top Notes
The fragrance bursts into life with fruity top notes, combining fresh and juicy blackcurrant sorbet, mouth-wateringly sweet lychee and zesty mandarin. The new addition of lychee in the fragrance adds a fresh tonality to the composition, whilst injecting a hint of fruitiness. Heart Notes Balanced by the watery green effect from violet leaves, a beautiful feminine bouquet blooms at the heart, enlightened by the sparkling juicy hints of lychee at the top. The Damascus rose brings a bright and powerful floral note; partnered with delicate, clean notes of pink peony, which add a light vitality. Base Notes At the base, honeycomb and vanilla add richness and comforting warmth to the jubilant floralcy, extending the feeling of joy. |
Official photos of Miranda which I really like:
I am grateful to Procter & Gamble Prestige for this unique opportunity and a great experience, as well as for two sunny days spent in Santa Monica.
Source: official and Fragrantica pictures from Santa Monica, personal experience.
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