ESCADA Joyful is inspired by the moment of joy one feels when receiving a beautiful bouquet of fresh-cut flowers, the fragrance reveals a beautiful, fresh pink peony, surrounded by dewy white florals, awakening an inner feminine happiness. 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.
Miranda Kerr is the perfect reflection of what ESCADA Joyful represents. She is the ESCADA woman. She is the ESCADA woman. Her outlook on life and blend of natural sophistication, confidence and spontaneity make Miranda Kerr the perfect ambassador for the fragrance. On being the new face of ESCADA Joyful, Miranda commented: “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 ESCADA Joyful Campaign was shot in September, 2013, 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. Dressed in an ESCADA gown, designed specifically for the campaign, with the wind brushing against her face, she walks carefree, delighting in the nature that surrounds her and the feeling of joy it brings. Her eyes widen as she sees a splendid carousel in the distance. Anticipating the pleasure and joy that is to come, she runs to the carousel and climbs on. Not at all concerned with what onlookers might think, she lives in the moment, enjoying her ride with the city skyline in the background. Living life to her own tune, she relishes these #JoyfulMoments.
The fragrance is delicate and light, with the shimmering quality of morning dew, ESCADA Joyful is a delightfully floral scent. Magnolia oil and pink peony are enhanced by the newly synthesised moss note, called Florimoss, which adds depth to the fragrance, and gives it a transparent, creamy character. It opens with blackcurrant sorbet which releases a gentle icy sensation to the skin. Energising notes of mandarin and melon give the fragrance a free-spirited, playful energy. At its heart, fruity accords are balanced by a twist of violet leaves, adding sparkle and shimmer to the fragrance, while pink peony adds a light vitality. Natural magnolia oil creates a new wet freshness, which is deepened by the perfect blend of cyclamen, and peppering pink freesia. The dry down is warm and features a unique ingredient, Florimoss, – projecting an earthy tone wrapped by the familiarity and creaminess of sandalwood and the rich warmth of honeycomb –adding a natural depth to the floral tones.
The ESACADA Joyful flacon is designed to evoke skyscrapers in the city, the ESCADA Joyful flacon pays homage to city life and the opportunities that come with it. Transparent to showcase the soft pink juice within, the flacon shimmers with confidence. Embossed upon the neck of the bottle is the iconic ‘double E’ logo, originally designed by ESCADA founder, Margaretha Ley. A pink jeweled top crowns the flacon, wrapped in a gold finish. Striking in its symmetry and elegant lines, the new ESCADA Joyful flacon perfectly reflects the modern sophistication of the scent. The outer packaging is designed in contemporary green and yellow to reflect simplicity, femininity and happiness.
ESCADA Joyful will be creating #JoyfulMoments throughout the campaign, inviting consumers to follow the conversation and share their own #JoyfulMoments along the way. ESCADA Joyful is available at all major department stores.
The Line Up
Eau de Parfum 75ml RM 355
Eau de Parfum 50ml RM 275
Eau de Parfum 30ml RM 196
Body Lotion 150ml RM 116
Shower Gel 150m RM 104