Our first take on the fruity fragrance category, Juice began with a completely different concept—taking us three years and 56 attempts to perfect. But given its overwhelmingly positive reception, it was definitely worth the squeeze, and thanks to your support, it quickly climbed the ranks to best-seller status, even rivaling our viral fan-favorite, Milk Expressive.
With Juice about to turn one, we felt a bit nostalgic and decided to take a look back on how far the scent has come in just a year.
This time last year…
Ahead of the launch, we were wrapping up our Juice campaign images. Take a peek at some behind the scenes of the Juice campaign photoshoot with never-before-seen images and moments. Spoiler: things got juicy…
The Yearlong Reception...
Since its launch last June, Juice Expressive went on to win awards like, "Best Scent" for IPSY’s 2025 Beauty Awards, The Ipsies, which honor the year’s top-rated beauty products, chosen through merch insights and real Ipsy customer feedback.
The mouthwatering scent also quickly gained fans. Here’s just a few comments our community has made of the head-turning fruity floral fragrance.
★★★★★
“I get compliments every time I wear this fragrance. Now my go-to, and Juice+ Bold.” —verified customer
★★★★★
“I've been looking for a super fruity fragrance this summer, and Juice is just perfect for that. It's sweet, fresh, and super long-lasting. With the warm base notes, I think it will work well for fall and winter, too.” —verified customer
★★★★★
“I am in love with this fragrance! Sweet and a tiny bit tart and a hint of something else all at once. It has become the scent of my summer.” —verified customer
The inspiration behind the shoot...
Drawing inspiration from Juice’s playful name and ripe red fruit notes, the visual concept for the shoot was “Commodity Cafeteria.” The set featured props like juice boxes, lunch trays, jello, and even a vintage cafeteria table.
Fun facts and learnings...
Our Head of Brand Creative, Gabriela Della Corna, captured the entire campaign while recovering from foot surgery—rolling across set in a massive boot to get the perfect shot.
Turns out, finding a camera-ready berry is no easy feat. After many grocery store runs, we've developed quite a discerning eye for produce.
The cafeteria table? Found on eBay after an extensive search, then delivered all the way from Queens, NY.
Our team captured the campaign video on a Canon EOS 5D Mark III. Even though it's a still camera not designed for video, our ad made it to Times Square—proof that you don't always need the latest gear to produce great work.
