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Eau de Juice: Cosmopolitan’s Whimsical Fragrance Collection

A playful line of four scents inspired by moods, stylish packaging, and the Cosmopolitan spirit — now fronted by Ashley Benson.

By Sneha Tete, Integrated MA, Certified Relationship Coach

Created on Sep 30, 2025

A playful line of four scents inspired by moods, stylish packaging, and the Cosmopolitan spirit — now fronted by Ashley Benson.

Cosmopolitan’s Bold Entry into Beauty with Eau de Juice

Cosmopolitan, one of the world’s most influential lifestyle and relationship magazines, has made a significant stride into the beauty industry with the launch of its debut fragrance collection, Eau de Juice. With a playful spirit tightly woven into its DNA, Cosmopolitan’s move goes beyond simple extension—it captures the brand’s ethos and audience through a line designed for visual impact, olfactory pleasure, and emotional resonance.

The Brand Behind the Scent: Cosmopolitan and Luxe Brands

Luxe Brands—famed for best-selling celebrity fragrances like Ariana Grande and Nicki Minaj—brings its expertise to this collaboration.
Cosmopolitan’s editorial team contributed extensively, guiding the spirit and narrative of the scents to reflect readers’ personalities and moods.
Renowned perfumers at Firmenich—Ilias Ermenidis, Clément Gavarry, Honorine Blanc—were commissioned to blend and craft the fragrances, ensuring innovation and complexity.
Exclusive retail partnerships: Ulta Beauty in the US and The Fragrance Shop in the UK.

The Face of Eau de Juice: Ashley Benson

Cosmopolitan chose actress Ashley Benson, known for her roles in Pretty Little Liars and Spring Breakers, as the face of its Eau de Juice campaign. Benson’s style, charisma, and youthfulness echo the energetic and whimsical mood of the fragrances, with imagery from the campaign featuring boldly playful settings and vibrant expressions.

Fragrance Philosophy: Scent for Every Mood

The core concept of Eau de Juice is mood-driven perfumery. Each scent speaks to a particular feeling or vibe, providing wearers with versatility and a means of self-expression.

Extra Concentrated: Bold, energetic, and empowering.
100% Chilled: Relaxed, calm, and carefree.
Love, Unfiltered: Romantic, spontaneous, and authentic.
Pure Sugar: Sweet, playful, and charming.

The Eau de Juice Line-Up: Scent Breakdown

Scent	Top Notes	Heart Notes	Base Notes	Mood
Extra Concentrated	Apple, Champagne Accord	Praline	White Patchouli, Golden Amber	Intense, Bold
Pure Sugar	Wild Strawberry, Pink Grapefruit	Plum Blossom, Pink Pepper	Jasmine Sambac, Praline	Sweet, Flirty
100% Chilled	Red Berries, Bergamot	Orange Blossom, Coconut Water	Cashmere Woods, Musk, Sandalwood	Cool, Relaxed
Love, Unfiltered	Red Berries, Mandarin	Wild Freesia, Star Jasmine Petals	Blonde Woods, Amber	Romantic, Spontaneous

The Distinctive Packaging: Pop Art Meets Instagram

One of the first things that catches the eye is Eau de Juice’s packaging—a cheeky, pop art-inspired juice box design that is intended to stand out both on vanities and on the Internet. This approach won the 2020 Fragrance Foundation Packaging of the Year award, underscoring the playful irreverence and market-savvy of both the brand and creators. The ease of display and iconic, whimsical form factor speak directly to Cosmopolitan’s digitally native, visually-driven audience.

Design patent-pending for the bottle.
Colorful, fun, and highly Instagrammable.
Subtle branding: “Served by Cosmopolitan” in small white print on packaging, maintaining brand exclusivity and a cool sense of discovery for buyers.

A Collaboration Fueled by Editorial Insight

Eau de Juice’s creation was marked by a rare collaboration between Cosmopolitan editors and Luxe Brands, facilitated by Hearst Magazine’s Head of Brand Development, Steve Ross. Through expert guidance and audience research, the partnership ensured that each aspect—from concepts and scent profiles to marketing and packaging—was genuinely aligned with the Cosmopolitan reader’s lifestyle.

“We forged the unprecedented collaboration with our talented editors at Cosmopolitan to inspire a range of scents that speak to her every mood and fancy.” — Steve Ross, Head of Brand Development, Hearst Magazines

Award Recognition and Market Reception

Packaging of the Year 2020: Recognized by the Fragrance Foundation for its design innovation.
Positive reception from fragrance critics and mainstream beauty editors.
Praised for capturing the “cheeky and whimsical” tone and standing out in a highly competitive fragrance market.
Became an instant wish-list item, particularly during the holiday season.

Distribution and Buyer’s Guide

US Launch: August 2019.
Retail Partner: Exclusively available at Ulta Beauty (US).
Later expanded to the UK at The Fragrance Shop through a partnership brokered by IMG.
Price Point: 1.7 oz/50 ml bottles retail at $55 USD in the US, £30.00 in the UK.
Special holiday launches and limited edition gift sets boosted market visibility.

Why Cosmopolitan Chose to Launch a Fragrance

The decision by Cosmopolitan to enter the fragrance market was driven by:

A desire to deepen audience engagement by providing a tangible extension of the brand’s lifestyle ethos.
Unique position among fashion/lifestyle magazines as a mood-driven, forward-thinking entity.
Research and development focused on personalization and trend responsiveness, with scents crafted to evoke specific moods and scenarios.
Leverage Luxe Brands’ experience in developing successful, market-leading fragrance lines.

Consumer Experience: Eau de Juice Unboxed

Fans of Cosmopolitan and fragrance lovers alike experience an multisensory delight upon purchasing.

Visual enjoyment: Bold juice box packaging that brightens any dresser.
Scent layering: Four options for mixing, matching, or choosing based on mood.
Digital appeal: Social media-friendly design perfect for sharing online.
Emotional connection: Association with Cosmopolitan’s empowering editorial voice and playful spirit.

The Creative Process: From Concept to Bottle

The journey from brainstorming to market involved several critical steps:

Initial collaboration between Cosmopolitan editorial and Luxe Brands’ fragrance experts.
Trend research: Identifying moods, scenarios, and preferences in fragrance among the readers.
Bespoke scent development with Firmenich’s master perfumers utilizing both classic and unique ingredients.
Visual identity creation: Cheeky juice box design conceived to capture both attention and imagination.
Patent pursuit: Seeking protection for the iconic bottle shape and style.

Strategic Positioning in the Fragrance Market

Competing with celebrity fragrances: Standing alongside Ariana Grande, Nicki Minaj, and Justin Bieber’s releases, yet differentiated by its editorial voice and mood-tiered scents.
Target audience: Bold, modern women—digitally savvy and seeking playfulness in beauty.
Market timing: Launching just ahead of the holiday season for gifting appeal.
Branding subtleties: More mysterious than overt, Cosmopolitan’s message appears as “served by Cosmopolitan” in fine print—inviting discovery while retaining exclusivity.

Frequently Asked Questions (FAQs)

Q: What makes Eau de Juice different from other fragrances?

A: The line is designed around moods, comes in a unique juice box bottle, and is crafted by award-winning perfumers for a Cosmopolitan audience.

Q: Where can I buy Eau de Juice?

A: Eau de Juice is available exclusively at Ulta Beauty in the United States and The Fragrance Shop in the UK.

Q: Who developed the scents?

A: The collection was created by master perfumers Ilias Ermenidis, Clément Gavarry, and Honorine Blanc at Firmenich.

Q: Which scent is right for me?

A: Choose according to your mood: Extra Concentrated for boldness, 100% Chilled for relaxation, Pure Sugar for playful sweetness, Love, Unfiltered for romance.

Q: Is the packaging recyclable?

A: The brand’s primary focus is on iconic, award-winning design; always check with the retailer and local guidelines for recycling options.

Eau de Juice’s Place in Pop Culture

Eau de Juice quickly became a cult favorite within young fashion and beauty circles. Its Instagrammable packaging, playful campaign fronted by Ashley Benson, and alignment with Cosmopolitan’s fun, empowering messaging ensures a lasting presence in the lifestyle scent landscape. The success of the initial launch has paved the way for potential future editions, special limited runs, and expanded international distribution.

The Lasting Impact: Beauty Beyond the Bottle

With Eau de Juice, Cosmopolitan has translated its editorial spirit into a product that plays at the intersection of personal style, sensory delight, and digital culture. The launch marks a milestone in both branding innovation and the fragrance industry, establishing the magazine as a new contender in a competitive, trend-driven market while celebrating the creative legacy of Luxe Brands and Firmenich.

References

Author

Sneha TeteBeauty & Lifestyle Writer

Sneha is a relationships and lifestyle writer with a strong foundation in applied linguistics and certified training in relationship coaching. She brings over five years of writing experience to thebridalbox, crafting thoughtful, research-driven content that empowers readers to build healthier relationships, boost emotional well-being, and embrace holistic living.

Read full bio of Sneha Tete